With the Time & Date rule type, you have the option of either choosing a Start and End date for your personalization needs or alternatively, deciding on a Schedule for content personalization.
To create a Schedule click on the time you wish to begin the scheduled content, drag to the time you wish to end the schedule and click again. To schedule non-consecutive time, click on the time you wish to start, drag to the time you wish to end and click again. Then click on the time slots you wish to remove.
Please make sure your website time settings are correct, as these persona rules are based off of that particular setting.