• by Tyler Loechner  @mp_tyler, September 4, 2013

When it comes to mobile video ads being consumed during primetime, the tablet beats the phone. Over 25% of a day's total video ad views on tablets occur between 8 p.m. and midnight. The data comes from a new TubeMogul report, which looks at pre-roll mobile video ads bought programmatically during the second quarter of 2013.

From about 6 p.m. until midnight, users are more engaged with their tablets than their smartphones, according to one of TubeMogul's charts (seen below). Android tablets are used more between about 7 p.m. and 9 p.m., while iPad use peaks -- and leads -- between 10 p.m. and midnight.

The report also looks at completion rates by day and time, and, as one would expected, more videos are completed on weekends than weekdays. The average completion rate on a weekend, regardless of device type, is 52.2%. That number drops to 44.4% on weekdays. Additionally, between 9 a.m. and 1 p.m. on weekends the completion rates shoot up to 60-70%.

TubeMogul also gives some insight into the amount of mobile video ads available for programmatic buying each day. The U.S. dominates, with an average of 31.2 million impressions available daily. The UK (2 million) and Canada (1.3 million) were home to the second and third most impressions, respectively.

An Online Media Daily article posted today looked at click-through rate (CTR) data from the same report. TubeMogul's full research report can be found here.