Pandemic Driving Big Growth in Daytime TV Watching, Comscore Says
Daytime TV watching levels are up almost 10% at 6 a.m. compared with a year ago, and growth continues through morning and daytime, Comscore said Tuesday. Data comes from New York, Dallas, Atlanta, Sacramento and Indianapolis markets, it said. In…
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2019, viewership levels peaked at around 8 a.m. and stay flat through much of the day. The COVID-19 pandemic seems to have changed things, viewership growing until noon and plateauing then, it said. The biggest jumps are during "commute-heavy hours" of 7-9 a.m. There's big daytime growth in smaller markets, with Wilkes Barre-Scranton-Hazleton in Pennsylvania rising more than 30% for local newscasts during daytime, early fringe, prime access and late news periods.