Primetime (8PM-11PM) might be the right time for reaching TV viewers, but it’s not the only time, per new data from Nielsen. Nielsen’s figures reveal that traditional TV viewers watch close to 2 hours of TV per day during primetime hours, but they spend more than 1-and-a-half hours watching during the daytime hours of 11AM-3PM, too. TV consumption is lower in the morning (6AM-10AM) and late night (11PM-2AM) hours, but still averages more than 1 hour (64 and 65 minutes, respectively) among viewers. Interestingly, though, while primetime consumption is fairly steady when sorting by income and education, the same can’t be said for the other select dayparts that make up Nielsen’s analysis. Indeed, there is a noticeable inverse correlation between income levels and TV usage during the day. Specifically:
The same pattern is apparent when looking at education levels:
Those are significant differences for marketers looking to schedule their advertising campaigns. It’s worth noting again that the income and education disparities don’t hold true for primetime: in fact, primetime consumptions is highest among homes headed by someone with some college education (2 hours and 9 minutes). Details regarding TV consumption by age group can be found here.
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