Idiot demographic

[Rihanna]

Media slang for [daytime televisions] target audience. Nicknamed for the segment of the population appealed to by commercials running from about 10AM to 5PM. Ads tend to be from industries like for-profit schools ([ITT Tech], [DeVry]), personal injury/tax lawyers (Roni Deutsch, Binder and Binder) and car insurance companies that work with DUIs and tickets (The General, Cost-U-Less). Getting bumped to this timeslot is either the death rattle or a sign of syndication for sitcoms.