How to evaluate TVC

Today we discussed about TVC storyboards, Questions are:
1. how to evaluate good Storyboard;
2. what is the balance between the Brand team's preference and real response from consumer;
3. how to judge the research findings.
For a good story board, it should be:
1. on strategy, the story board need to be consist with the communication objective and goals. A good story board is to strengthen the communication.. Say, for Shark, it need to talk about "surprising tasty experience". For Lays it need to be "unstoppable". For "ice", "gathering",big "airdrop" and "big fish", none of them could express the this point fully.
2. good story. All in all, TVC is a LinkTest work. Basically, we need a good score of the test, to tell a story to the management, to convince them, most important of all. So, from AI wise and PI wise, we need the story convincable enough. From AI wise, we need to be unique, creative and extraordinary, most of the cases. From PI wise, we need the story much much natural.