As consumers’ media habits evolve, they are creating their own “personal prime times”—points of highly concentrated engagement throughout the day, which offer valuable advertising opportunities across a range of content verticals and digital screens. This research, entitled “Personal Prime Time,” demonstrates that brands should no longer expect a single, universal moment of greatest engagement. While audience size might shift between different times of day, every daypart is primed for meaningful consumer connections.
The study looks at the consumer journey through the lens of seven diverse content types—Episodic Shows, Music, News, Podcasts, Short Videos, Social Media, and Weather. In each case, the report acknowledges audience density in specific dayparts, but then provides findings to reveal that “traditional reach” metrics miss the consumer perspective on the “need state” that drives them to turn to content at any given time. Diving in further, the research begins to take a range of consumer attributes (e.g., age, parental status) and device usage into account, to allow for better targeting across dayparts and platforms.