While each wrestling match is ostensibly a competition of athletics and strategy, the goal of each match from a business standpoint is to excite and entertain the audience. Although the competition is staged, dramatic emphasis can be utilized to draw out the most intense reaction from the audience. Heightened interest results in higher attendance rates, increased ticket sales, higher ratings on television broadcasts (which result in greater ad revenue), higher pay-per-view buyrates, and sales of branded merchandise and recorded video footage. All of these contribute to the profit of the promotion company.