Problem How does a well-known television show establish itself as “appointment viewing”? Solution Connect with the existing fanbase through formats that speak to the heart of the brand. Background Monday Night Football (MNF) began airing in 1970 on ABC. The MNF brand was already a television icon when it moved from ABC to ESPN in 2006 and the first season on ESPN enjoyed tremendous ratings. In support of the inaugural 2006 MNF season, the media plan utilized heavy market-coverage media to raise awareness among sports fans of the move from ABC to ESPN. In 2007, a similar awareness campaign was undertaken but the ratings for the 2007 season decreased by 10% from 2006. MNF had scheduling challenges, as the game was not always a marquee match-up. ESPN also did not have the a

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