Wake Up! There’s Money in Daytime TV
Understanding why TV advertisers focus on prime time viewers isn’t rocket science, but it does lead to a key question: What about daytime viewers? Does placing too much emphasis on prime time leave more on the table than we think it does?
Discovery Communications found that daytime viewers can be just as lucrative as a demographic as prime time viewers.
In fact, Discovery learned, through a series of cultural research studies, that they spend as much per transaction as prime time viewers do on both retail and consumer packaged goods. The average dollar spent by daytime viewers per transaction on retail is comparable to prime time: approximately $73.
They also watch content on multiple platforms during the day and contribute to C3 ratings, which capture live programming and three days of digital programming playback.
So how do daytime viewers choose what to watch? They almost always start with live programs—such as news, sports and talk shows—but if they don’t like what they see, they quickly move to DVR and on-demand content. They tend to stream content later in the day, but streaming is less than optimal due to spotty Wi-Fi coverage in some areas.
Having control is key for daytime viewers. Depending on their mood, they will seek out a show or performer they’re loyal to while others graze for content that strikes them as a can’t-miss experience. They’re also eager for fresh content and need to feel empowered, and they will schedule their content consumption carefully through DVR and on-demand.
So where are the opportunities for content creators and their marketing partners? Daytime viewers are watching and interacting on multiple platforms, allowing for deeper stories and online connections. TV is social for them and creates a sense of community for those at home for long periods of time.
Live events, for example, are a great way to attract daytime viewers seeking can’t-miss experiences. They’ll also more than likely take their daytime experience into prime time.
So what’s the take-away for programmers? Keep daytime viewers looped in by using promos that drive more prime time viewing.