Hello Maricich ,
Broadcast media divide the day into several standard time periods,
each of which is called a "daypart." Audience composition differs by
daypart.
?Dayparts tend to have similar demographic skews at public TV stations
around the country. While local schedule variations may cause some
straying from the archetype, the dominant public TV demographic in
daytime (7 a.m. - 5 p.m., Monday - Friday) is usually 2-to-5-year-old
children, who are in the audience to watch early morning, noon-hour
and early afternoon kiddy programming. During the rest of the day,
many stations program instructional TV for school consumption -- the
audience consists of 6-to-11-year-olds and their mothers or fathers;
and an over 50-year-old, heavily 65-plus female public affairs
audience for the news programming."
"Prime time also has an older audience, but it contains viewers of
different ages that arrive to watch specific programs. Late fringe, by
custom, has a younger public TV audience -- 18 to 49, both males and
females, depending on local schedule options. ?
-----------------------------------------------------
Percent of Audience by Daypart
-----------------------------------------------------
18-34 35-49 50-64 65+ 2-17
Daytime (M-F 13 6 4 6 71
Early Fringe 15 11 20 31 23
Prime Time 18 22 27 29 5
Late Fringe 32 23 30 15 0
-----------------------------------------------------
Trac Media Services
http://www.tracmedia.com/Demographics.aspx
DAYPART
"Time periods of the broadcast day ? e.g., Daytime, Early Fringe,
Prime Time, etc., for television and Morning Drive, Midday, Afternoon
Drive, etc., for radio."
DAYTIME
"The television daypart that falls between early morning news and
Early Fringe, generally, 9 a.m. to 4 p.m."
Source:
Glossary of Terms for Marketing and Communications
http://www.nhtsa.dot.gov/people/injury/NewmediaForumWeb/MediaForumPlanner/pages/Glossary.htm
=============================
Spike TV
See page 3 for DEMOGRAPHIC SKEW BY DAYPART
Download here:
http://www.twsales.tv/Networks/pdf/spike.pdf
=============================
From the Cable Television Advertising Bureau:
2004 Daypart Scorecards:
Broadcast Season Viewership for Cable vs. Broadcast
Follow the latest trends in viewership across various key targets on a
Total Day, Primetime, Early Morning, Daytime, Late Night and Weekend
Daytime basis with this monthly scorecard.
? Daypart Scorecard (9/20/04-11/28/04)
? Daypart Scorecard (9/20/04-10/31/04)
? Daypart Scorecard (9/22/03-8/29/04)
? Daypart Scorecard (9/22/03-8/1/04)
Download each scorecard in excel format from this page:
http://www.onetvworld.org/?module=displaysection§ion_id=193&format=html
In addition, the Cable Television Advertising Bureau sells a very
useful publication that might interest you.
?CAB's 2005 Cable Network Profiles provides you with in-depth
summaries of virtually all the national ad-supported cable networks.
It contains concise listings that allow you to quickly reference
advertising information about each network and their abilities to
target desired audiences.? (80 networks)
Each listing in 2005 Cable Network Profiles includes valuable
advertising information about each cable network including:
Demographic skew of programming by daypart
Come with companion CD
http://www.onetvworld.org/?module=displaystory&story_id=1145&format=html
Order here:
http://www.onetvworld.org/tmpls/products/networkprofilebook/05profiles_orderform.pdf
Search terms used:
TV OR television audience composition by daypart
TV daypart audience demographics age
I hope the information provided is helpful!
Best Regards,
Bobbie7 |
,
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