Web Video Shows Significant Growth in Morning, Late-Night

By Andrew Gauthier 

Advertising Age

Here’s some scary news for late-night and morning TV: Those are the fastest-growing dayparts for web video in terms of total time spent watching, according to ComScore.

The analytics firm reported last week that 158 million people–more than half the U.S. population–watched online video in July, a record. But of increasing interest to marketers is when they are watching, which speaks to whether they are truly entertaining themselves and engaged or just seeking information.

We asked ComScore to break down when viewers were watching web video and how that has changed in the past year. Part of the result was predictable: The most web viewing, 27.3% of all minutes spent watching, occurs Monday through Friday between 10 a.m. and 5 p.m.–in other words, at work, and not when most people would be otherwise watching TV. No other daypart really comes close. More…