Understanding and Customizing Dayparts

Description: Many of the charts and metrics you can view in the platform include data organized by day, daypart, network, etc. This article defines what the default dayparts are, and describes how to customize dayparts in your platform.

Note: Only Administrators can customize the daypart definitions.

Definition of dayparts

Dayparts are divisions of the broadcast day into several parts, in which a different type of television show appropriate for that time period is aired.

The following table lists the default dayparts setup in the platform:

Daypart Name Start Time HH:MM End Time HH:mm Weekdays Active
latefringe 00:00 01:59 Mon, Tue, Wed, Thu, Fri, Sat, Sun
overnight 02:00 05:59 Mon, Tue, Wed, Thu, Fri, Sat, Sun
earlymorning 06:00 08:59 Mon, Tue, Wed, Thu, Fri
daytime 09:00 15:59 Mon, Tue, Wed, Thu, Fri
earlyfringe 16:00 18:59 Mon, Tue, Wed, Thu, Fri
primetime 19:00 22:59 Mon, Tue, Wed, Thu, Fri, Sat, Sun
latefringe 23:00 23:59 Mon, Tue, Wed, Thu, Fri, Sat, Sun
weekendmorning 06:00 11:59 Sat, Sun
weekenddaytime 12:00 18:59 Sat, Sun


Using dayparts

Before starting a new campaign, you can research how your current or previous campaigns have performed to ensure your next campaign delivers the right business outcomes.

For our Linear Spike Model platform only:
You can use the Explore area to identify your best creatives, weekday and daypart intersections, for example:
  1. Select Explore from the main menu and select the Weekday & Daypart tab.
  2. Using the Channel dropdown, deselect all the channels except Discovery.
  3. Select Legend and reduce the number in the textbox below Point color, to view a clearer perspective. 
Weekday dayparts.png
From this chart example, we can observe the following:
  • Monday and Thursday latefringe are the worst performers
  • Tuesday primetime has a lot of response but is not particularly efficient
  • The most efficient are the darker greens: invest more in earlyfringe and Monday overnight
  • There is very little happening within latefringe, so it would be more efficient to spend this money elsewhere
We can deep-dive to see how an individual channel is doing overall, for example:
  1. Select Explore from the main menu and then select Channel.
  2. Select the Gold Channel bubble to display the info panel.
  3. Select Daypart from the Drill Into dropdown.
Spot channel.png
In this example, you can see that the worst performing time of the day is primetime, so if you were going to invest further in this channel you should avoid prime time.

Spots dayparts channels.png

To check if this is programme specific, select the primetime bubble to display the info panel and select Program from the Drill Into dropdown. In this example, you should avoid further investment in the poorest performing programmes.

Screenshot 2023-12-01 at 13.14.24.png

For all other instances of our platform:

You can view dayparts in the Analysis area, for example in the Pivots:

  1. Select Analysis from the main menu and select a report to view in the Pivot table, for example:

    Screenshot 2023-12-01 at 13.21.36.png

  2. Select the Daypart metric in the Columns dropdown, for example:

Screenshot 2023-12-01 at 13.27.45.png

This splits the selected Pivot by daypart which lets you compare data for each segment of the day: 

Spend vs Spot 2.png

Customizing dayparts (Admins only)

This task describes how to manage and customize the dayparts set up in your platform. 

  1. Select User icon > Administration > Customize Dayparts to view the chart below.
Note: Each daypart is allocated a color for reference in the chart; the colors are not used elsewhere in the platform.
Spots color chart.png
  1. To edit an existing daypart name, click on the daypart name to edit the name, start and end times or the weekdays when it is active, and select Save.
  2. To create a new daypart, select the Add New Daypart button below the chart, enter the details and select Save.

Tip: To make a daypart span fragmented hours (e.g., 000:00>01:00 and 23:00>23:59), create dayparts for each range and give them exactly the same name.

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