Bad news for advertisers and U.S. employers.
First, the bad news for bosses of the world. Based on viewership patterns identified in a new wide-ranging report set to be jointly issued on Thursday (Aug. 6) by Yahoo, the researcher Interpret, Warner Bros. Media Lab and the agencies Havas Digital and PHD, Americans are more inclined to skip work to watch Web video versus skipping dinner. Across demographic groups, the study found that online video consumption spiked from 12 p.m. to 3 p.m. each day—prime working hours for many—and again from 9 p.m. to 1 a.m., after dinner for most. Roughly 70 percent of viewers watch online video both during the day and at night.
Next, the bad news for advertisers. According to the study, 81 percent of the 2,000-plus Web users who responded to Interpret’s online survey could not recall what ad was shown in the last video they watched.