You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract It's Time to Kill the Day-Part in TV Advertising One Old Media Tradition That Has Mostly Outlived Its Usefulness By Dave Morgan, Published on January 08, 2013 5 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.