Sunday night may have the largest TV audience, but Wednesday night provides the best return on investment for advertisers, according to C3 Metrics. Thursday is a close second and is the best night for major movie studio advertising ROI.
Jeff Greenfield, COO, C3 Metrics, said Wednesday ends up as No. 1 in ROI for several reasons. TV ad inventory is priced lower on Wednesday night than Sunday night, and the quality of TV shows is higher on Wednesday and Thursday than Monday and Tuesday, which also leads to higher audience engagement, making viewers less likely to focus on hand-held devices while the TV is on.