TV Advert Broadcast Times

TV advertising during breakfast day part

The breakfast day part spans the hours of 06:00 through to 9:30, typically facilitating television advertisers with access to a sizeable housewives with children audience demographic, indeed women are more likely to tune in for breakfast television programming than men, with full time workers and 65+ adults also dependable sources of breakfast TV ratings.

Generally speaking, breakfast TV viewing is more popular amongst the C2DE demographic, especially on terrestrial television channels such as ITV andChannel 4, though digital broadcasters such as Sky1 do glean slightly higherABC1 audiences during this day part.

Taking key demographics and typical programming into consideration, the breakfast day part provides a diverse range of brands with the opportunity to target receptive, media-hungry audiences. Brands such as DFS, Direct Line, Wonga and Marks & Spencer, for example, will typically launch TV advertising campaigns across ITV’s network of morning schedules, focusing exclusively on the generally more mature adult audience tuning in for breakfast. Likewise, children’s TV channels such as Nickelodeon and Cartoon Network provide the platforms for the likes of Bin Weevils, Dizzy Dancers and McDonalds to canvass their products on a receptive viewership.

Advertising during the breakfast day part can provide the bedrock for subsequent marketing activity. It catches viewers at a time when, as most of us can attest, television is a constant companion. Mothers in need of a pressure valve; kids tuning into their favourite cartoon before school; full time workers keen to catch up on the latest news and gossip prior to leaving for the office; the retired indulging in some rest before the day’s activities, these are all demographics primed for a breakfast time advertising campaign.

If none of the above has quite managed to pique your interest, perhaps the fact that, relatively speaking, advertising during the breakfast day represents a significantly more cost-efficient solution than, say, early peak and post peak, will. A campaign launched during breakfast on ITV1 could be 10x less expensive than it would be to run during late peak, yet the receptivity of your still-sizeable viewing audience means that, potentially, engagement levels could be higher. Many full time workers are not going to willingly interact with an advert for Wonga after a long slog at the office; a cup of tea whilst keeping half an eye on Coronation Street in between dozes is practically the summation of weeknight viewing habits.

However, that same Wonga TV advertisement viewed during breakfast may still be front-of-mind come lunchtime, when the full time worker is completing their to-do list – encompassing a short term loan – during break, thus conversion rates are higher, thus distinguishing the breakfast day part as equipped with the programming and audience to generate a healthy return for advertisers.

For the exact cost of advertising during breakfast, as part of a television advertising campaign for your business, get in touch by completing our television campaign planning form.


Breakfast time TV Content

Popular programming during the breakfast day part centers predominantly on news content, children’s television, reality television and comedy.

For example, whilst on ITV Sunrise is the focal point of the channel’s breakfast schedule, over on 
Sky Living Passport Control enjoys a steady position on the morning slot. Various television channels are dedicated to the broadcasting of children’s programming, with the breakfast day part commonly generating the highest viewing figures.

CITV has proved particularly popular amongst children and housewives between the hours of 06:00 and 09:30, with programming such as Sooty and Annabel’s Kitchen attracting large audiences. 

Nickelodeon is a good example of how a digital children’s TV channel can also garner notable viewing figures on the strength of programming such as Sponge Bob, Dora the Explorer and iCarly.