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Concept
Daytime television
Summary
Daytime is a block of television programming taking place during the late-morning and afternoon on weekdays. Daytime programming is typically scheduled to air between the hours of 9:00 a.m. and 5:00 p.m., following the early morning daypart typically dedicated to morning shows, and preceding the evening dayparts that eventually lead into prime time.
The majority of daytime programming is typically targeted towards women (and in particular, housewives). Historically, soap operas, talk shows, and game shows have been fixtures of daytime programming, although daytime soap operas have seen declines in North America due to changing audiences and viewing habits. This type of daytime programming is typically aired on weekdays; weekend daytime programming is often very different and more varied in nature, and usually focuses more on sports broadcasts.
For most intents and purposes, the traditional target audience of daytime television programs in the United States has been demographically women 18–49, as the large majority of daytime viewership has historically consisted of housewives. As such, daytime programs are often hosted by women or personalities popular among women, and pertain to subjects such as women's issues (including health, lifestyles, and fashion), current events, and gossip.
Due to demographic shifts and the decreasing number of people at home during the daytime, the daytime television audience has shrunk rapidly in recent years, and that which remains is largely over the age of 55 and thus considered undesirable for most advertisers.
Another popular audience in this timeframe is the college student; game shows such as the original Jeopardy! (1964–1975), Match Game (1973–1982; 1990), Family Feud (1976–1985; 1988–1993; 1994; 1999–present), Card Sharks (1978–1981; 1986–1989), Press Your Luck (1983–1986), and, since the 1990s and even more so under current host Drew Carey, The Price Is Right (1972–present), have targeted this audience.
Official source
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