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Online Dayparting: Claiming the Day, Seizing the Night

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Online Dayparting: Claiming the Day, Seizing the Night Online Dayparting: Claiming the Day, Seizing the Night Research and analysis of temporal opportunities for online newspapers, building on findings from the 2002 Online Consumer Study conducted for the Newspaper Association of America by MORI Research. January 2003 Price: $395 MORI Research 7 8 3 1 G l e n r o y R o a d | S u i t e 4 5 0 | M i n n e a p o l i s , M N 5 5 4 3 9 ( 9 5 2 ) 8 3 5 - 3 0 5 0 | F A X ( 9 5 2 ) 8 3 5 - 3 3 8 5 h t t p : / / w w w . m o r i r e s e a r c h . c o m / Copyright 2003, MORI RESEARCH, ALL RIGHTS RESERVED. No material contained herein may be reproduced in whole or in part without express prior written consent of MORI Research. Unauthorized distribution strictly prohibited. T h r e e P a r a m o u n t P l a z a | 7 8 3 1 G l e n r o y R o a d | S u i t e 4 5 0 | M i n n e a p o l i s , M N 5 5 4 3 9 ( 9 5 2 ) 8 3 5 - 3 0 5 0 | F A X ( 9 5 2 ) 8 3 5 - 3 3 8 5 h t t p : / / w w w . m o r i r e s e a r c h . c o m / Online Dayparting: Claiming the Day; Seizing the Night 2 Acknowledgements MORI Research would like to thank the Newspaper Association of America for its support of this study for the benefit of its membership, and the NAA New Media Federation Board of Directors for its leadership in the new field of online dayparting. We are also grateful for the insights provided by the Online Publishers Association. But most of all, we are grateful for the innovative and forward-thinking leadership at the companies below that made this research possible, and who are even now putting these findings to work for the benefit of their readers and advertisers. ® AJC.com/AccessAtlanta.com | The Atlanta Journal-Constitution ® AZCentral.com | The Arizona Republic ® DeseretNews.com | The Deseret (Utah) News ® GazetteOnline.com | The (Cedar Rapids, Iowa) Gazette ® JSOnline.com | The (Milwaukee) Journal Sentinel ® KnoxNews.com | The Knoxville (Tennessee) News-Sentinel ® NandoTimes.com | Raleigh, North Carolina ® SFGate.com | The San Francisco Chronicle ® SLTrib.com | The Salt Lake (Utah) Tribune In addition to this report, MORI Research is also presenting this research at several newspapers and media companies for a small fee. These presentations include a half-day of strategic discussions regarding dayparting and the opportunities for your business –both now and in the future. Most importantly, these presentations include research-based recommendations that can be implemented immediately to harness the potential and profitability of dayparting. It also includes professionally produced PowerPoint slides to be used for sales and marketing collateral. To request an on-site presentation or to participate in future dayparting research, please contact us at 952.835.3050, or visit us online at http://www.moriresearch.com Rusty Coats, Director of New Media, MORI [email protected] Copyright 2003, MORI RESEARCH, ALL RIGHTS RESERVED Online Dayparting: Claiming the Day; Seizing the Night 3 Table of Contents Introduction.……………………………………………………………….…… 4 Chapter 1: Dayparting: From Broadcast to Online.……………………………. 6 Chapter 2: Dayparting: Time of Day & Media Use……………………………. 8 Chapter 3: Dayparting: Time of Day & Media Sources……………………….. 10 Chapter 4: Dayparting: Temporal Influences on Content Interests……………. 12 Chapter 5: Dayparting: Temporal Influences on Commerce & Advertising.…. 16 Chapter 6: Dayparting: Conclusions and Recommendations…………………. 21 Appendix A: Project Methodology………………………………………….… 23 About MORI…………………………………………………………………… 24 National/net percentages shown in this report do not include responses from GazetteOnline.com or NandoTimes.com, because these sites are unique and incomparable to free-access regional newspaper sites. GazetteOnline.com is a paid- subscription site accessible only to paying subscribers; NandoTimes.com is an international news site. Copyright 2003, MORI RESEARCH, ALL RIGHTS RESERVED Online Dayparting: Claiming the Day; Seizing the Night 4 Dayparting: Introduction The data is irrefutable: Daytime is emerging as primetime online, with news sites leading the pack. Based on the 2002 Online Consumer Study conducted on behalf of the Newspaper Association of America by MORI Research, only e-mail leads news as the most powerful content for reaching online users during the day. Advertisers wanting to reach online users during the day have a choice: Advertise on news sites during the day if you want to reach the most online users. And because TV is extremely weak at reaching at-work users, the Web is emerging as daytime’s most effective advertising medium. This creates powerful advertising advantages for online news sites that embrace the concept of selling dayparts rather than selling inventory. But it also comes with a challenge. Despite the fact that most at-work Internet users also are at-home users, according to a 2001 Media Consumption Study by the Online Publishers Association, at-home users do not flock news sites. Website traffic to news sites begins slipping in the late afternoon and plummets at night, leaving newspaper sites largely de-populated – a traffic trend found at small newspaper sites and major news portals. This is particularly troublesome when looking at data from more than 50,000 online users MORI studied in 2002. In telephone and online-intercept surveys, online users consistently report that their most active Internet use occurs after 5 p.m. – exactly when online news traffic logs show the least amount of activity. Could it be that online audiences have different appetites at different times of day? Does interest in news decline over the course of the day? Do some topics become more interesting in the evening? If so, the Internet may share another genetic link to television and radio – joining the common bonds of breaking news and impression-based advertising. But if online users shift priorities based on time of day, that opens the possibility of daypart programming – the practice of shifting not only content but also the personality of that content depending on temporal zones. For this reason, many say daypart programming is a sign that the Web is maturing as an industry – or morphing into an old one. With online connectivity rapidly approaching a state of plateau – 67 percent of all U.S. adults are online – growth in frequency and in new dayparts will play the biggest role in future online growth in general – and especially for online news sites. Building on findings from the 2002 Online Consumer Study, MORI Research fielded an online daypart study in October and November of more than 12,000 online users from nine newspaper sites in eight distinct geographic zones. The study probed whether content and advertising interests are influenced by time of day. Copyright 2003, MORI RESEARCH, ALL RIGHTS RESERVED Online Dayparting: Claiming the Day; Seizing the Night 5 The results are astonishing. Without a doubt, the priorities of online newspaper users are not constant across a 24-hour period. Their priorities – what they want to do online, how often they do it and, at its core, why they use newspaper sites – change based on the time of day. This report reveals provocative new directions for the online-newspaper industry. ® By morning, our users are almost as interested in news – breaking, local, national, business and sports – as they are in e-mail. ® By afternoon, with the importance of news waning, entertainment-category features such as movie times, maps and directions, and offbeat news are on the rise. ® In the evening, our ability to connect users with jobs, cars and homes becomes central, along with our ability to facilitate their online-shopping needs – from researching products to actually purchasing products. This research provides insights that could be the online-newspaper industry’s first steps toward becoming as powerful a medium for nighttime, at-home users as they currently are for daytime, at-work users. Many participating companies have already begun redesigning their websites based on these findings. But first, it would be helpful to gain some perspective – to better understand daypart programming and its emerging place in online media. And that begins with the Internet’s media siblings: radio and television. Copyright 2003, MORI RESEARCH, ALL RIGHTS RESERVED Online Dayparting: Claiming the Day; Seizing the Night 6 Chapter 1 Dayparting: From Broadcast to Online While a new concept in online circles, dayparting is a familiar one in broadcast media. “Dayparts” represent a subsection of the day during which a program – or a series of related programs, such as soap operas or sit-coms – airs. These subsections have a distinct audience and attitude that fit terrifically with some advertisers and abysmally with others. In radio and TV, each daypart has a different personality that is reflected in its programming and in its advertising. Here is how these occur: TV Dayparts Radio Dayparts 1. EM/Early Morning – 5 a.m. - 9 a.m. 1. Morning Drive – 5 a.m. - 10 a.m. Eastern, Central & Pacific Time 2. Midday – 10 a.m. - 3 p.m. 2. DA/Daytime – 9 a.m. - 4 p.m. Eastern, Central & Pacific Time 3. Afternoon Drive – 3 p.m. - 7 p.m. 3. EF/Early Fringe – 4 p.m. - 7 p.m. Eastern 4. Evening – 7 p.m.-midnight & Pacific Time; 4 p.m. - 6 p.m. Central 5. Overnight – Midnight-5a.m. 4. EN/Early News – 4 p.m. - 7 p.m. 5. PA/Prime Access – 7 p.m.
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