Daytime is a block of television programming taking place during the late-morning and afternoon on weekdays. Daytime programming is typically scheduled to air between the hours of 9 a.m. and 5:00 p.m., following the early morning daypart typically dedicated to morning shows, and preceding the evening dayparts that eventually lead into prime time. The majority of daytime programming is typically targeted towards women. Historically, soap operas, talk shows, and game shows have been fixtures of daytime programming, although daytime soap operas have seen declines in North America due to changing audiences and viewing habits. This type of daytime programming is typically aired on weekdays; weekend daytime programming is often much different and more varied in nature, and usually focuses more on sports broadcasts.
For most intents and purposes, the traditional target audience of daytime television programs in the United States has been demographically women 18–49, as the large majority of daytime viewership has historically consisted of housewives. As such, daytime programs are often hosted by women or personalities popular among women, and pertain to subjects such as women's issues, current events, and gossip. Due to demographic shifts and the decreasing number of people at home during the daytime, the daytime television audience has shrunk rapidly in recent years, and that which remains is largely over the age of 55 and thus considered undesirable for most advertisers. Another popular audience in this timeframe is the college student; game shows such as the original Jeopardy!, Match Game, Family Feud, Card Sharks, Press Your Luck, and, since the 1990s and even more so under current host Drew Carey, The Price is Right, have targeted this audience.
Content
In the United Kingdom, United States, Canada, and Australia, talk shows are a significant part of this timeslot, as well as, to a lesser extent, game shows and soap operas. In the U.S., the Big Three television networks all provide some degree of daytime programming, but the once-popular genre of soap operas have declined; although a few remain active, they have been largely replaced by less-expensive programming such as talk shows. Game shows were also common in U.S. daytime lineups, but by the 1990s, only CBS's long-running The Price Is Right remained. Daytime game shows are still relatively popular in the United Kingdom: the long-running Countdown has been a fixture of Channel 4's daytime schedule since its launch in 1982, when it was also the network's first-ever programme. In the U.S., syndicated programming is most common during the daytime hours on broadcast stations, such as news-based programs, talk shows hosted by a single personality or a larger panel, as well as court shows, game shows, and syndicated reruns of popular network sitcoms and dramas. Notable syndicated daytime programs in the U.S. have included The Ellen DeGeneres Show, The Steve Wilkos Show, Dr. Phil, Judge Judy, Live with Kelly and Ryan, Judge Jerry, Maury, The Wendy Williams Show, and The Kelly Clarkson Show. In Canada, daytime lineups on the major commercial networks are nearly identical in programming to their American counterparts, although they typically schedule at least one original lifestyle or talk show, or reruns of other original programs, to help comply with Canadian content quotas. CBC Television devotes its morning schedule to children's educational programming, while the remainder is typically devoted to reruns of other CBC programs and imported programs from the United Kingdom. Although it had done so in the past, CBC no longer carries syndicated U.S. programming. Local newscasts may also air during the daytime period, typically featuring continuing coverage of events that had occurred since the morning news, and "soft" stories on entertainment and lifestyle topics. Some stations may produce daytime talk shows that are built around advertorials brokered by local businesses. Meanwhile, news channels usually program rolling news coverage where a set schedule of stories is followed, but this can be interrupted at any time for breaking news stories and other live events. The stock market trading day similarly falls within the daytime hours for channels devoted to business news, whose audience is concentrated towards out-of-home viewers. Children's television networks usually use the 9 a.m –3 p.m. timeslot before children of school age return home to air preschool programming for young viewers, while PBS member stations might either carry exclusively children's programming, instructional programming to be taped for later use, or other library content. Other basic cable networks generally rerun episodes of their current prime time programming, often in marathon format; stations that devote much of their programming to acquired reruns may also follow this strategy, or use the daytime slot to burn off a contract for a less popular program. Daytime lineups on sports-oriented networks are typically devoted to studio programs with news, analysis, and discussion of sports-related topics, but may also feature reruns of recent or "classic" events, lesser-viewed and niche events, or other original programming. It is not uncommon for live events to occur domestically during the daytime hours. While occasionally encountered on weekdays, this is especially true on weekends, when in the United States, American football is a fixture of weekend afternoon television. Sports channels may take advantage of time zone differences to air prime time sporting events from other regions.
