dayparts

Dayparts are segments of the day used by media companies, marketers, and retailers to plan content, advertising, and staffing. They reflect predictable shifts in audience size, attention, and consumer behavior. Dayparting is the practice of aligning content or promotions with these periods to maximize reach, engagement, and efficiency.

In broadcasting, dayparts organize schedules for radio and television. Common divisions include morning, daytime, late afternoon/early evening, primetime, and overnight. Additional subparts include morning drive and afternoon drive in radio, and fringe or access time around primetime in TV. The exact definitions vary by market, audience, and regulatory environment. Advertisers bid for inventory within specific dayparts to target peak listening or viewing times.

In retail, hospitality, and food service, dayparts reflect differences in demand and product use. Menus, promotions, and staffing are adjusted by daypart (breakfast vs lunch vs dinner; evening shopping; late-night hours). In digital contexts, dayparts guide online ad campaigns and site content, aligning messages with when users are most active.

The concept is widely used across regions and industries, with daypart definitions evolving as consumption patterns change. Data analytics, audience measurement, and cross-platform tracking support more granular dayparting, enabling dynamic scheduling and real-time optimization.