The big four networks (ABC, CBS, Fox and NBC) may be on a long-term slide overall, but the morning shows will continue to be a solid PR vehicle for the foreseeable future. A
study of local TV news (7 a.m.-9 a.m.) in the nation's top three markets found that such programs cast a wide net with consumers in both age and household income. Although the
bulk of household income (in each market) is in the $50,000-$75,000 range the shows garner eyeballs from a multiple array of household incomes; the distribution of viewers levels
out when you put age in the marketing mix. But, there's very little difference between, say, the number of 18- to 20-year-olds tuning in and the number of 45- to 49-year olds,
suggesting that the morning shows are blaring in more and more office "bullpens." Education shows more disparity, however, with most viewers of morning shows having graduated high
school or some college. Yet college graduates, and post-grads, also watch, just not as much.
Source: Medialink Demographic Intelligence/Scarborough Research, Scarborough USA+, Release 2, 2003