Traditional media platforms like television consider primetime hours to be between 8 p.m. to 11 p.m. But do primetime hours apply to new platforms like YouTube and other new media sites?
TechCrunch reported that a survey conducted by video ad company TubeMogul says primetime hours also work for online video and that the amount of online viewers during primetime hours continues to increase. The survey pointed out that many online video viewers are tuning in between the hours of 8 p.m. to 11 p.m., the same peak hours for television viewing.
TubeMogul compiled data from the hundreds of millions of impressions that the company’s top brand campaigns ran last year. They used their BrandSights product, which details information for clients about how their advertisements fared on video streaming sites.
For brands and companies that roll ads on YouTube, the survey says that they are more likely to reach their largest audiences around primetime hours — especially around the peak watching time of 11:00 p.m. when advertisements are most effective.
Since primetime hours are exactly the same for online video viewers and television viewers, expect more companies to buy more advertising on YouTube and other streaming sites. The survey may also encourage YouTube to seriously compete with television for the same primetime viewership and advertisers by adding more professional-quality original content.