IAR: The Promise of Dayparts
Advertisers trying to reach consumers during the morning hours should turn to online news sites as a vehicle, according to research done for the Newspaper Association of America (NAA).
The Minnesota Opinion Research Inc. (MORI) found that news sites were a dominant force throughout the day, but mostly in the morning, between 8 a.m. and 11 a.m. During that time, workers tend to be focused on news sites more than any other medium, including television and radio. MORI found that the Internet was five times more effective than TV at reaching consumers during those morning hours.
