While it is an unsurprising statistic in some regards, a recent survey from American researchers TubeMogul showed that the lines between linear and on-demand TV are well and truly blurred time-wise, as it was revealed that ‘primetime’ for online viewers is the same as for those watching content ‘live’ in the UK.
The study noted that the term ‘primetime’ for both TV and online viewing could be defined as 8pm-11pm. This is claimed to be the most prominent ‘4-hour block’ of viewing that occurs during the course of day, and perhaps surprisingly reaches its peak late on at 11pm, representative of 4.5% in average daily views.
The time period is also naturally the more point in which viewers are more ‘engaged’ with video advertising (in a trend termed ‘pre-roll engagement’), with the surprising sidenote that ‘brand favorability’ amongst viewers more than trebles from 2.1% to 6.9%. This was also combined with a slight increase in ‘purchase intent’ from adverts, with primetime viewing seeing levels of 1.8% compared to the daily average of 1.6%.
TubeMogul summarised in their report on the trends: “The most significant finding is that viewers are far more likely to remember a brand message – and plan to act on it – during traditional primetime hours (between 8PM and midnight). In terms of video ads available for real-time buying, the last three months are worth noting. An additional 100 million pre-roll impressions per day were brought online compared to earlier in the year, likely the cause of CPM inflation easing.”
While it would be a fairly obvious fact that primetime viewing causes the highest in many factors for viewing and advertising results (hence their higher cost), do these latest figures offer greater credibility to the same concepts online?