Step Aside, Thursday–There’s a New Hot Night for TV Advertisers

Jun 29, 2011  •  Post A Comment

Thursday appears to be falling from advertisers’ good graces as another night rises up the charts in terms of viewership for commercials, reports Brian Steinberg in Advertising Age.

Sunday night will as usual be the night that draws the biggest viewership for ads, but this year Wednesday appears poised to replace Thursday as No. 2, the story says, citing a survey conducted annually by Advertising Age.

The survey tracks the number of viewers who actually watch ads during a TV program, instead of switching networks or fast-forwarding. Thursday still remains an attractive evening for advertisers, since top shows such as CBS’s "The Mentalist" and The CW’s "Vampire Diaries" air on that night.

One reason for the expected surge in Wednesday ad viewing is that CBS is moving "CSI" to Wednesday nights this coming season, while ABC’s popular comedy "Modern Family" also airs that night, the story says.

"Could the projections prompt major marketers to shift more ad weight to Wednesdays? That remains to be seen. For years, Thursday has been used as a promotional platform for Friday night movie openings and weekend sales at retail outlets. In many marketers’ minds, Thursdays remain the best way to try to influence weekend purchase behavior," Steinberg writes. "But technology may be changing that. With more people using DVRs and video on demand, programs that air on Wednesday nights could get viewed Thursday or Friday instead."

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