Is Daytime Becoming The New Primetime?

Daytime TV

Viewership continues to be highest in the Primetime daypart and has actually shown impressive gains as compared to average viewership in January of this year:

Average Viewership by Hour and Daypart March Chart jpeg

But an analysis of viewing behavior from 15 million HHs over that same time period shows that some of the biggest gains in audience for both Broadcast and Cable are coming in Early Morning and Daytime.

Increase In Viewership by Hour Daypart From January

That is not surprising as quarantined viewers are looking to start their day with the latest news about Coronavirus.

Cable News, Broadcast News and even Local News are showing significant gains in viewers.

Vieweship Covid Local News since march