Launch and measure a TV campaign

You are the data scientist responsible for designing and measuring a six-week linear television flight whose business objective is to lift flu vaccination uptake. From the 210 designated market areas (DMAs) in the United States, you must pick 12 test markets together with a matched set of control markets. Describe the matching criteria you would apply, how long a pre-period you would require before the flight begins, and the protections you would put in place so that…