Although they watch less TV during the day, wealthy households (income of more than $100k per year) still make up more than one-fifth share of primetime viewing, virtually unchanged from last year (20.6%) and the year before (22.2%). The data is part of Nielsen’s “Advertising & Audiences” report, which analyzes the distribution of primetime TV viewing by income and education level, also finding that primetime viewing among homes headed by a college graduate remains steady at about one-quarter share.
Although wealthy households have maintained their share of primetime TV viewing, they tend to time-shift TV more than other income segments. That is, looking at the distribution of time-shifting by income reveals that those households earning more than $100,000 per year represent an outsized 30.5% of households. These homes also spend 30 minutes per day on average time-shifting, which is roughly 11% higher than the closest income segment. Read the rest at MarketingCharts.