Nielsen this month released a report with the media consumption in the USA. On the graph is possible to see the media fragmentation, per hour. The hours with more minutes spend on media consumption are at 8 pm and 9 pm.

The Q2 2018 Nielsen Total Audience Report highlights that adults spend more time on media from 9 p.m.-10 p.m. than any other hour throughout the day. Nearly 38 out of a possible 60 minutes are spent across live + time-shifted TV, TV-connected devices, radio and digital (computer, smartphone, tablet) during that time. The 9 p.m. hour is also peak viewing time for both TV and TV-connected device usage. Because of that, prime time is still relevant in this era of device fragmentation, says Nielsen.

According to report, radio is more closely tied to traditional business hours. Listening time peaks at 12 p.m. but radio’s share of total media time spent per hour is consistently at its highest between 7 am and 5 pm.

Digital usage is also consistent for an even longer period of time throughout the day. There is less than a one-minute fluctuation in time spent from 9 a.m.-9 p.m.