Daypart Spotlight: Daytime TV Transparency Report

TV audience behaviors have been shifting for years, migrating to new networks and dayparts that bucked previous norms. One of the biggest moves on linear TV, however, is a gradual impressions shift from primetime to daytime programming.

Understanding shifts like these can create new avenues for networks to maximize the value of non-primetime dayparts, while advertisers can also locate pockets of broad-reach programming for lower CPMs.

iSpot’s latest report looks at daytime’s top networks and programs from Labor Day 2022 through Memorial Day 2023, plus additional insights on top show genres, year-over-year daytime advertiser trends and more recapping the emerging opportunities on TV.

Report takeaways include:

• From Sept. 5, 2022-May 29, 2023, there were 860.3 billion household TV ad impressions delivered during daytime on linear TV (up 1.3% year-over-year).
• ABC, CBS and NBC delivered 9.5% more daytime TV ad impressions year-over-year.
• Daytime programming accounted for 17.7% of all household TV ad impressions on linear TV; second only to primetime (25%).