Daytime TV: The ‘Second Prime-Time’ For Total Consumption


Consumer media behaviors have seen some notable shifts and trends over the last year, especially after being impacted by the ongoing global pandemic. With more people staying home, one of the big mysteries now is figuring out when people have been viewing content.

Nielsen looked at the blurring lines between daytime and prime-time and how folks at home — from working professionals to school children — are making a habit out of consuming media during the day.

With the newly established routines of consumers, the colder winter months and increased movement restrictions will further solidify daytime TV as a true work companion, Nielsen believes.

In its words, “Understanding these behaviors now is vital, as they can leave a lasting impact on a post lockdown world.”


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