Dayparting is a media scheduling strategy that divides the day into different segments or “dayparts” to target specific audiences with tailored content or advertisements during those times.
It aims to maximize audience engagement by delivering relevant programming or ads when particular demographic groups are most likely to be watching, listening, or online.
The goal is to meet the needs of the audience, who are tuning in to the media (TV, radio, etc.) in a specific part of the day. It is only natural for the media to try and meet the needs of the people who are using it at a specific time.
For example, working adults will most likely use the TV after work hours. Therefore, at this time, the program shouldn’t be filled with cartoons.
Typical dayparts of a broadcaster are morning, midday, afternoon, prime time, and late night. Having the day part in such a way helps both advertisers and broadcasters optimize reach and effectiveness, as the content and ads are selected based on the audience’s habits and preferences during each daypart.