Press Release: New OPA White Paper Identifies, Examines and Characterizes Internet Dayparts

White Paper PDF: The Existence and Characteristics of Dayparts on the Internet

IAR: Defining Dayparts

IAR reports:

The Online Publishers Association (OPA) released a white paper Thursday that seeks to define dayparts in an effort to give publishers better metrics to prove the Internet's strength as a marketing vehicle.

The study, done with data collected by Nielsen//NetRatings in September 2002, concludes that the five dayparts exist for Internet use: early morning (6 a.m. to 8 a.m.), daytime (8 a.m. to 5 p.m.), evening (5 p.m. to 11 p.m.), late night (11 p.m. to 6 a.m.), and weekends.

Dayparting has become a hot topic and we have discussed it before here and here. There will be many proposals and opinions regarding dayparting standards and the OPA's is a good start.

More on this from Masha.