TV Advert Broadcast Times

Daytime day part

The 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.

Research 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.

Taking 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.

The 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 television advertisers.

And 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.

This, 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+.

For 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.

Daytime TV Content

The daytime day part plays host to content centered around soap operas, game shows, talk shows and reality programming, whilst news segments are a regular feature throughout the day.

Examples of this can be seen on ITV2, where Jeremy Kyle is a staple of the daytime schedule, Channel 4 with Countdown and More4, which airs shows such as Location Location Location.

It goes without saying that different channels will cater to different audience, this is evident when looking at ITV3’s daytime schedule, with shows such as Poirot and Monk aired for the enjoyment of a mature adult audience.

Towards the latter segment of the daytime day part a greater emphasis is placed on children’s programming, as kids and teenagers filter home from another day at school.

The likes of Nickelodeon and Cartoon Network typically generate their highest TV viewing figures during the daytime day part, no doubt driven by the influx of younger viewers saturating mid-late afternoon viewing.