Table of + + + + + + + + + + + + contents: + + + + 03 Introduction 04 Advertise to Your Audience, Not Broad Demographics 05 Is your competitor winning the fight for attention? One-up them now with conquesting 06 TV Attribution Should Be Driving Your Upfront Strategy 07 In a Multi-tasked Life, an Omniscreen Strategy is Key 08 Elusive and Expensive Viewers: Go Where Your TV Ad Dollars Cannot 09 Your Ticket to the Tentpoles 10 Just Because Viewers Are Defining their Own ‘Primetime’, Doesn’t Mean You Aren’t in Control 11 Stop Throwing Spaghetti at the Wall and Cleaning Up Wasted Budget 12 De-duplicated Measurement Is Critical 13 Light and Medium TV Viewers Provide Opportunity For Incremental Reach 14 Conclusion