95% of the balloon flights in Cappadocia are held in the early morning around the sunrise time. The balloon companies prefer to fly during the first hours after the sunrise because it is the calmest, coolest time of the day. This makes things easier for soft landings and maximum lifting capacity of the balloon. In addition, there is the splendor of a beautiful sunrise.
Quite rarely, but still possible, if the weather is good and calm enough, the balloon companies fly in the afternoons as well.