During normal work hours Facebook has now eclipsed television as the most viewed medium. This number is true for all age groups except baby boomers however, the baby boomers are still checking into Facebook in significant numbers.
The hot pre-Prime Time zone, 5PM – 8PM, is still contested. More millenials, teens and adults, check into Facebook during the pre-Prime Time slot than watch TV. The Prime Time spot is still dominated by TV, but Facebook usage is still high. With the incorporation of social media into TV viewing habits, the full service digital marketing agency can expect the online numbers to rise.
The real lesson for the digital agency is about testing advertisements. Displaying ads during the daytime is the best way to engage large viewerships, whereas the nighttime ads need to be more honed because of the number of distractions offered to the viewer. The data also suggests the digital agency can negotiate with ad publishers based on time of display as well.