Study: Dayparting A Valuable Tool For Most Media

Ad Relevance and Improving ROI

A new study conducted by The Media Audit begins to reveal that dayparting, a practice common among TV and radio broadcasters, can be an effective way for advertisers wanting to reach different demographic segments throughout the day.

For example, findings from The Media Audit's 2011 National Report reveal that as the consumer marketplace is constantly expanding and fragmenting, so too are habits of TV viewers and radio listeners. Analysis conducted among more than 104,000 respondents across 81 U.S. cities reveals that the percent of adults 18+ who are viewing primetime television in a typical day is 62.1%, a figure that is down from 64.2% three years ago.  Primetime is the most coveted of dayparts by advertisers, and represents the 7 or 8pm to 10 or 11pm time period, depending on the network and time zone. The shift in TV viewing has often been associated with consumer multi-tasking and the explosive growth in the Internet and social media.

However, the same study also finds that the percentage of viewers who are watching TV during early morning and late evening have increased over the same time period. Among adults 18+, 25% typically watch TV early morning between 5 and 7am, compared to 23.7% three years ago. The figure represents a 5% jump.  In the late evening slot, the percent of viewers 18+ who are viewing between 10:30 or 11:30 pm to midnight or 1am (depending on time zone) is 19.3%, compared to 18.2% three years ago. The figure represents a growth in viewership by 6% in three years. The growth in early morning TV viewership among the 50+ demographic is even greater. Among those 50+, 29.3% view early morning TV in the typical day, a figure that is up 6.5% in three years, while 20.2% are viewing during late night in a typical day; a figure that is up 6.9% in three years.

FYI reported earlier this year that among radio listeners, the percent who are listening between midnight and 5am had jumped 10% between 2009 and 2010, with nearly half of listeners who are between the ages of 18 and 44. While some may discard the value of overnight radio spots, advertisers targeting to a narrow consumer segment such as young males may find a higher value.

For instance, a radio advertiser targeting upscale consumers who earn greater than $150,000 in household income would potentially find a higher ROI in buying afternoon drive time slots. That's because according to The Media Audit, 54.4% of individuals with a household income of $150,000 or more are tuning into radio between 3pm and 7pm on a typical day. The figure compares to 41.4% for all adults. As a result, those earning $150,000 or more in household income are 31% more likely than the general population to listen to radio during this time frame.

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