​More people tune in to television on Sundays—the primetime home of AMC’s “Mad Men” and “The Walking Dead,” HBO’s “Game of Thrones,” “Veep” and “Silicon Valley,” Showtime’s “Penny Dreadful” and CBS’ “The Good Wife”—than on any other day of the week, according to new data released Wednesday by Nielsen.

An average of 125 million people in the U.S. used their TV sets to watch primetime on Sunday night, versus 107 million for Fridays, the lowest point of the week.

Primetime viewership via the traditional set steadily drops throughout the week from Sunday to Friday, before starting to tick upwards again on Saturday night.

“When it comes to primetime television programming, gone are the days where the Friday night line up or must-see-TV Thursdays ruled our content consumption,” Nielsen writes in an analysis accompanying the new data.

Coming off of last week’s broadcast upfronts presentations to advertisers last week in New York City, the new data could serve as a road map for media buyers looking to get the most bang for their buck.

And while traditional television sets still dominate viewers’ consumption, time spent using other devices is also on the rise.

Viewers spent an average of 34 hours a month using an app or their web browser on a smartphone to consume TV content, and an average of 27 hours using the Internet.

For those worried about those tiny boxes that stream OTT services to the television set, there may be less reason to worry: Nielsen found that viewers only spent an average of an hour per month viewing video through multimedia devices.

The picture is still a bit muddled when it comes to second screening while watching TV.

Nielsen reports that the vast majority of viewers—86 percent—say they use their smartphones while watching TV. But much of that use appears to be unrelated to the show they’re watching, with 29 percent saying they’re texting and emailing, while 18 percent are checking up on social media.

Read More: Nielsen

Brief Take: With an ever-growing list of viewing options available to U.S. audiences, the new Nielsen data can help advertisers get the most bang for their buck, and possibly guide programming executives trying to figure out where to place the shows they think would be most attractive to Madison Avenue.

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