Between the hours of 8pm and 12am have always been prime time for TV viewing but now a brand new report from Tubemogul claims it’s also prime time for second screen consumption too. Using feedback from mobile in-app pre-roll ads data from Q2 2013, the report states that video ads see a higher Click Through Rate on mobile devices during the evening and that 25.7% of pre-roll video ad views via Tablets occur during prime time. Interestingly, Tubemogul reports that iPhone views decrease as users turn to their iPad to watch online content. Android phone use accounts for nearly 40% of overall views.

Key Findings

  • Mobile video consumption hits its peak between Thursdays and Saturdays with 49% of mobile video ads being watched at that time.
  • 8pm to 12am is the peak time for Tablet viewing with 25.7& of consumers tuning in during this period. iPad viewing peaks at 10 p.m.
  • iPhone viewership declines during prime time hours while nearly 40% of all views on Android phones take place between 8 p.m. and midnight.

primetime second screen viewing

Views By Device And Time Of Day

Users of second screens certainly seem to favour their larger devices from 8pm to midnight.

mobile views by time and device

Video Ad Mobile Completion Ads By Country

Consumers in Canada were by far the biggest group to watch a video ad all the way through with the U.S and U.K. coming in behind.

daily mobile video ads

You can download the full report from here.

Photo Credit