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What is Dayparting in Broadcast?

For advertisers and broadcasters, timing is everything. Aligning ads with key moments throughout the day can be the ammunition your message needs to land in the hands of the right consumer at the right time, boosting both visibility and impact. This approach has become essential in maximizing ad performance across various platforms in todays world… and its called dayparting.

In broadcast programming, dayparting is the practice of dividing the broadcast day into several parts, in which a different type of radio or television program apropos for that time period is aired. This method originated in broadcast media, but it has evolved into a powerful tool for digital advertising as well.

A Guide to Dayparting

Dayparting in broadcast programming refers to the practice of dividing the broadcast day into several parts or segments, each targeted to different audiences based on their viewing habits. Though it started with TV and radio programming, dayparting is now commonly used in digital channels, such as online video, social media, and programmatic advertising. This strategy allows broadcasters and advertisers to tailor their programming and advertising to the specific demographics that are most likely to be watching at certain times of the day. Common dayparts include morning, daytime, prime time, and late night, each attracting distinct audience profiles with varying interests and behaviors.

It’s been thought that these traditional TV dayparts are applicable only to broadcast (TV and radio), however studies show optimizations based on time of day are highly effective even in digital channels – or even digital out of home. For example, dayparting is frequently used by QSR – quick service restaurants – or food advertisers to target customers during breakfast, lunchtime, or even late at night when they identify an opportunity to win hungry customers.

Audience demographics, viewing habits, programming, and advertising are crucial elements in the effective use of dayparting. By understanding these components, broadcasters and advertisers can significantly enhance the reach and impact of their content.

Dayparting Insights: Ad Impressions Beyond Primetime

According to recent data, three-quarters of all ad impressions are now delivered in dayparts outside of primetime. The charts illustrate a growing trend where time slots like daytime (35%) and early fringe (19%) are capturing a significant share of viewer attention. This shift underscores the importance of targeting a broader range of dayparts for advertisers looking to maximize their reach.

The largest ad impression growth has been seen in daytime and early fringe periods, as they offer valuable opportunities to engage with audiences that may not be accessible during primetime. With daytime accounting for 35% of ad impressions from July 2023 to June 2024, and early fringe reaching 19%, it’s clear that advertisers can benefit from focusing on these segments for greater exposure.

While primetime still holds 25% of ad impressions, it’s no longer the dominant focus it once was. Advertisers should adopt a more comprehensive dayparting strategy, balancing their investment across various time slots to capitalize on evolving audience viewing habits.

Two pie charts showing TV ad impressions by daypart. The left chart (Jul '18-Jun '19) and the right chart (Jul '23-Jun '24) indicate most impressions occur during non-primetime slots, illustrating shifts in broadcast programming trends towards dayparting.

Optimize Reach with Dayparting

To optimize the use of dayparts, a good strategy involves analyzing audience data to identify viewing patterns and preferences. This insight enables the placement of specific content and ads that resonate with the viewers of each time slot, thereby increasing engagement and effectiveness. Additionally, leveraging dayparting for advertising campaigns can involve adjusting messages, offers, and creative elements to match the lifestyle and interests of the target audience at different times of the day. For example, ads for breakfast products are more relevant in the morning, while advertisements for entertainment or dining out might perform better during prime time.

Moreover, staying flexible and testing different time slots with various types of content and ads can help in discovering the most effective combinations. Analytics and feedback frameworks to continuously monitor performance and adjust strategies accordingly are also helpful. This data-driven approach ensures that both broadcasters and advertisers can maximize the potential of their investments by reaching the right audience at the right time with the right message.

Measuring Performance in Dayparting

Continuous monitoring is essential for successful dayparting. Using analytics tools, advertisers can track how well their campaigns are performing in different time slots. These insights help to adjust strategies based on performance metrics like engagement rates, conversions, and overall ROI.

Campaigns should evolve over time. By regularly reviewing audience feedback and adjusting daypart strategies, advertisers can stay aligned with their target demographics. This approach ensures they remain relevant and continue maximizing the return on their ad spend throughout the broadcast or digital day.