Daytime day part
daytime day part encompasses the hours from 09:30 to 17:00, a timeframe wherein
broadcasters, and subsequently television advertisers, generally target women –
especially housewives – with programming and products. Other notable demographics
known for their consumption of daytime television content are students and
retirees, which generally constitutes the 65+ age group.
indicates that, typically, there are a greater proportion of C2DE television
viewers during the daytime day part than ABC1, particularly on terrestrial TV
channels such as ITV and Channel 5, though figures for the ABC1 demographic
do increase when focusing on specialist digital channels such as Sky Atlantic
and Sky News, where the ratio generally evens out. This is due primarily to
greater incidence of Sky subscriptions amongst the ABC1s, whilst Freeview is
more prevalent within the C2DE demographic.
into account the programming and audiences that define daytime television
viewing, brands such as Direct Line, We Buy Any Car, Netflix, Autoglass and
Trivago are frequent advertisers, targeting the adult market represented by
housewives and the 65+. Similarly, TV channels such as MTV provide advertisers
such as O2 with the opportunity to tap into a younger, predominantly student
audience, whilst children’s television channels such as CITV offer brands like
Mookie Toys and Pokemon the opportunity to target their key demographics.
daytime day part is an expansive advertising landscape replete with
possibilities for businesses, and with the rapid progression of digital
technology, a diverse range of demographics are now more targetable than ever. For
many, television is a primary resource for remaining in touch with what’s going
on in the world; and with various audiences tending to spend an extended period
of time at home during the day, those quiet couple of hours in the morning
and/or afternoon represent the perfect opportunity for a catch-up. The TV may
also be a welcome companion whilst in the midst of daily, homebound chores,
whilst for others it’s an effective defense against boredom. Television in this
sense can be both a valuable tool and sanctuary for many, and the average time
spent in front of the box makes the daytime day part an appealing platform for
on to prices… Generally, the cost per thousand when advertising during the
daytime day part will be the same as that of the breakfast and post peak day
parts. Yet, critically, daytime TV advertising can, and often does, generate
larger audiences, meaning though the cost may be elevated during daytime, the
reach of your television campaign will be greater. For example, to advertise onChannel 4 during the day, you’ll possibly be paying three times as much as you
would to run the same spot during breakfast, but your viewing audience will
also be three times greater, thus drawing more sets of eyes and, if all goes
well, more responses.
of course, is relative to the audience a brand is targeting. Whilst breakfast
or post peak will be more effective in reaching full time workers or men in
general, the daytime day part is the perfect terrain for finding students,
housewives, teenagers and the 65+.
the exact cost of advertising during day time, or to discuss a television advertising campaign for your
business, get in touch by completing our television campaign planning form.