Utility of Creatives for Network TV

MAXIMUM UTILITY OF

We should look

at each problem

from

We should look

at each problem

from 4

We should look

at each problem

from 4 DIFFERENT

We should look

at each problem

from 4 DIFFERENT LENSES

AS

AS

AS THE

AS

Divide the

Creatives

Divide the

Creatives into

Divide the

Creatives 4 into

Divide the

Creatives 4 into multi-

disciplinary

teams

Divide the

Creatives 4 into multi-

disciplinary

teams

WHAT KIND OF SHOW

DO I WANT TO WATCH?

WHAT KIND OF SHOW

DO I WANT TO

ADVERTISE WITH?

WHAT KIND OF SHOW

CAN SOLVE MY

BUSINESS OBJECTIVE?

WHAT KIND OF SHOW

WILL I BE HAPPY TO MAKE?

Identify Audience Profile,

Audience Behavior,

Household Dynamics

Identify active advertisers.

How do they prefer to

communicate? How can a show

serve these advertisers?

Pinpoint the business objective

3-Way Test: Will I watch it?

Will my parents watch it?

If I have children,

will I let them watch it?

MAXIMUM UTILITY OF