I used to hate taking long day flights. If I had to spend 12 hours in the air from New York to Tokyo, or Zurich to Bangkok, or Tel Aviv to Newark, I preferred overnight flights. Even since the advent of on-demand entertainment, personal video screens and portable devices like the iPad, those flights just seemed to last forever.
So most of the time I would fly overnight. However, the timing didn't always work out, and overnight flights tend to be significantly more expensive than all-day flights, often much greater than 50% more.