System and method embodiments are described that enable generation of an electronic content schedule. In a method embodiment, one or more data files including TV viewing data and descriptive data of a plurality of individuals are received. Target audience criteria, target TV content, and criteria for key performance indicators (KPIs) are received. KPIs for a target segment are tracked. Spot watching probabilities for each individual in the target segment are calculated. A plurality of spot packages is generated based on the target TV content. For each spot package, a probabilistic segment is generated based on the spot watching probabilities and a plurality of KPIs are calculated. Scores corresponding to the spot packages are generated based on the plurality of KPIs and based on tracked KPIs of the target segment. The content schedule is generated by selecting a spot package selected from the plurality of spot packages based on the scores.