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What is a TV daypart?

Quick breakdown of dayparts by TV media type.

MediaRadar 360 Support avatar
Written by MediaRadar 360 Support
Updated over 2 months ago

Daypart is a term traditionally used when buying television ads; it is a block of time that divides the day into segments for purchase, scheduling and delivery (e.g., primetime). The dayparting method is often used to tailor content to specific audiences throughout the day.

See a breakdown of TV dayparts by:

  • AVOD/OTT

  • Network TV

  • Spanish Language Network TV

  • Syndication

  • Cable TV

  • Spot TV

  • Local Cable TV (Boston, San Francisco, Washington DC)

You can choose between two previously definied Daypart Sets within the Explore feature found within the Vivvix application.

  • Legacy Dayparts

  • Vivvix Dayparts

You can also create your own custom defined daypart set.


Legacy TV Daypart Definitions

TV Dayparts as they were definied in our legacy MarketAdvisor application.

Legacy Dayparts

Description

Early Morning 1
Early Morning 2

M-F 5am-9am

Morning Daytime 1
Morning Daytime 2

M-F 9am-12pm

Afternoon Daytime 1
Afternoon Daytime 2

M-F 12pm-3pm/4pm

Early Fringe 1
Early Fringe 2
Saturday Early Fringe 1
Saturday Early Fringe 2
Sunday Early Fringe 1
Sunday Early Fringe 2

M-F 4pm-6pm
Sa 4:30pm-7:30pm
Su 4:30pm-7pm

Early News 1
Early News 2

M-F 6pm-7pm

Prime Access 1
Prime Access 2
Saturday Prime Access

M-F 7pm-8pm
Sa 7:30pm-8pm

Prime
Prime Non-net

M-Sa 7pm/8pm-10pm/11pm
Su 7pm-10pm/11pm

Late News
Weekend Late News

M-Su 10pm-11pm / M-Su 11pm-11:30pm

Late Fringe
Weekend Late Fringe

M-Su 11pm/11:30pm-1am

M-F Overnight
Overnight
Sat Overnight
Sun Overnight

M-Su 12am/1am-5am

Saturday Morning

Sa 5am-12pm/1pm

Saturday Afternoon
Sunday Afternoon

Sa-Su 1pm-4:30pm

Sunday Morning

Su 5am-12pm/1pm


Vivvix TV Daypart Definitions

Current daypart breakout as definied within the Vivvix Explore feature.

This daypart set is also used to define the information shown within the Dayparts by Network/Station section apparent within an Advertiser or Category Review --> TV Tab

Vivvix Dayparts

Description

Undefined

Early Morning

M-F 5am-9am

Morning

M-F 9am-12pm

Afternoon

M-F 12pm-3pm/4pm

Early Fringe

M-F 4pm-6pm
Sa 4:30pm-7:30pm
Su 4:30pm-7pm

Early News

M-F 6pm-7pm

Prime Access

M-F 7pm-8pm
Sa 7:30pm-8pm

Prime Time

M-Sa 7pm/8pm-10pm/11pm
Su 7pm-10pm/11pm

Late News

M-Su 10pm-11pm / M-Su 11pm-11:30pm

Late Fringe

M-Su 11pm/11:30pm-1am

Overnight

M-Su 12am/1am-5am

Saturday Morning

Sa 5am-12pm/1pm

Weekend Afternoon

Sa-Su 1pm-4:30pm

Sunday Morning

Su 5am-12pm/1pm


If you have any additional questions, you can reach out to your local Vivvix Client Success Manager. Our support team is also available for assistance via email at customersupport@mediaradar.com.

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