OPA Identifies Web Dayparts

A new report from the Online Publishers Association concludes that weekdays from 8 a.m. to 5 p.m. represent the largest “daypart” (an advertising term meaning blocks of time with homogeneous audiences) on the Internet in terms of total audience and total usage minutes. The study, which used data from Nielsen//NetRatings, identified five distinct “dayparts” on the Web: early morning (Mon.-Fri., 6-8 a.m.), daytime (Mon.-Fri., 8 a.m.-5 p.m.), evening (Mon.-Fri., 5-11 p.m.), late night (Mon.-Fri., 11 p.m.-6 a.m.) and weekends (Sat.-Sun., all day).

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