A study by Nielsen has found that well-educated viewers watch much less morning and late-night TV than their less-educated counterparts.
Nielsen discovered that homes where the head of the household completed four or more years of college took in an average of 48 minutes of morning television. Those with high school being the highest level of education watched an hour and 16 minutes of morning TV, a 50 percent increase.
Among Leno, Kimmel and Fallon fans, households run by an adult who completed four and up years of college were found to watch an average of 52 minutes of late-night television. High- school educated households spent an hour and 13 minutes nightly in comparison.
“Overall, the report shows that higher education and income levels were correlated with less TV usage, particularly at the early and late parts of the day,” Nielsen said. The news comes as a disappointment to advertisers targeting upper-income viewers, but should help advertisers figure out how to target buyers for anything from fast food to luxury goods depending on the income bracket.
For prime-time TV, on the other hand, college-educated viewing clocked in at an hour and 43 minutes. However, adults with only “some” college watched 2 hours and 9 minutes of programming in the same block, while the number hours clocked among non-college educated households drops to an hour and 51 minutes.