A new study, conducted by consumer intelligence firm BIG- research, finds that Americans are spending 60% of their waking hours at work– more than ever before. That has marketing chiefs rethinking ad budgets to target a new, highly coveted, yet entirely untapped demographic on their own beige-carpeted turf.

The survey looks at the unique shopping behavior of consumers during the workday. Phil Rist, EVP-Strategy at BIGresearch, says “… As marketers are looking to maximize ROI, the importance of targeting gain-fully employed, value-seeking consumers is essential.”

Stephanie Molnar, CEO of WorkPlace Media, concludes that “The American workplace has become the most lucrative marketing channel for advertisers looking to connect with consumers. Targeting consumers at work, where they make spending decisions, is… smart business.”

A recent study from Communispace Corporation considered the disparity in perceptions between C-Suite (Corporate Chief Exes) and Main Street (mainstream Consumers) in this economy. They uncovered some “starkly contrasting stories” of Simplifying vs. Struggling, Reflection vs. Recrimination, and Faith in Self vs. Faith in External Forces.

While C-Suite is cutting back, Main Street is challenged to acquire the basics of food, housing, and healthcare, C-Suite is taking the opportunity to reassess their values and choices. Main Street is alienated, enraged, and casting blame.

C-Suites are looking inward for control over their destinies. Many on Main Street place responsibility in God or government. As polarized as they are, they both crave free time and cherish loved ones. Both agree hard work makes it possible to get ahead.

The Ehrenberg-Bass Institute for Marketing Science, at the University of South Australia, collaborated with the Wharton School, at the University of Pennsylvania for the Empirical Generalizations in Advertising Conference. They brought together an outstanding group of researchers and practitioners in diverse areas of advertising, who presented research-based summaries. The aim of the conference was to take stock of what we do– and don’t–know about advertising, to glimpse how advertising might work in the future. Ed Keller, CEO of the The Keller Fay Group, said approximately 20 percent of word of mouth (WOM) is stimulated by advertising. Influencers are three times as likely to talk about ads, and ad-influenced WOM is about 20 percent more likely to include an active recommendation to buy or try the product.