NEW YORK (AdAge.com) -- 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.
|When are viewers watching web video?|
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.
But morning and late night are growing the fastest. Total minutes of video watched between 7 a.m. and 10 a.m. increased 171% in the past year, compared with a 123% increase for daytime. Meanwhile, late fringe (11 p.m. to 1 a.m.) grew 162% and late night (1 a.m. to 7 a.m.) grew 205%. That's smack in the heart of some major money-making network franchises such as "Today" and "Good Morning America" in the morning and David Letterman and Conan O'Brien at night, as well as local newscasts, which begin at 11 p.m. in most markets.
Interestingly, web video watched during prime time (between 8 p.m. and 11 p.m.) grew 116% but actually fell a few points in terms of percentage of minutes watched -- a sign, perhaps, that TV's prime time is holding its own against web video.