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Insight of the Day: Daytime Shopping And Audio Listening Go Together


  • Daytime is emerging as the new primetime for consumer activity and audio consumption.

  • The majority of Americans (18-54) are out of the home during the day, engaging in activities like shopping, dining, and running errands.

  • Most shopping and buying decisions occur during the daytime, between 8 AM and 5 PM.

  • Audio consumption, including radio and podcasts, is at its peak during these daytime hours, coinciding with key purchasing moments.

Key Takeaway:

Daytime presents a valuable opportunity for advertisers to reach consumers when they are actively making purchasing decisions, and audio emerges as the dominant media activity during this time.


The traditional concept of primetime (8-11 PM) is shifting, as consumer behavior indicates that daytime is when they are most active and engaged in various activities, including shopping and buying.


The convergence of daytime activity and audio consumption creates a powerful platform for advertisers to reach their target audience effectively. Brands should consider shifting their advertising focus to daytime hours and utilize audio channels to maximize their reach and impact.

Implications for Brands:

  • Brands should reassess their advertising strategies and allocate more resources to daytime advertising.

  • Audio advertising, including radio and podcast ads, should be prioritized to capitalize on the high audio consumption during daytime hours.

  • Brands should tailor their messaging to align with the activities and interests of consumers during the daytime.

  • By understanding the changing consumer behavior and media consumption patterns, brands can optimize their advertising efforts to achieve better results and drive sales.


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