Ad performance - Impression timing relation

According to a study conducted by the U.K. Internet Advertising Bureau and Lightspeed Research, consumers are much more receptive to online ads during the evening. After 6 pm, the study found that 51.6% of all consumers said they'd be likely to pay attention to ads. For comparison, only 4.6% said they'd pay attention before 9 am and only 11% said they'd be receptive from 12 noon to 2 pm.