Jay Leno , Matt Lauer and the impact of changing American sleep patterns

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6a0133ec87bd6d970b0133f3eb7488970b-320wi It seems that people (particularly younger people) are either going to bed a whole lot later or getting up a whole lot earlier than they used to.  I discovered this in a New York Times article entitled: “Newscasts Vie for Early-to-Rise (or Late-to-Bed).  Here is how the article puts it:

"Simply put, Americans are either staying awake later or waking up earlier — and either way, they are keeping the television on.   In the past 15 years, the number of households that have a TV set
6a0133ec87bd6d970b0134870d4d43970c-320wi on at 4:30 has doubled, to 16 percent this year from 8 percent in 1995. At 11:30 p.m., by comparison, when most local newscasts end, 44 percent of televisions are on, up 10 percent from the levels 15 years ago."

 And if that’s not weird enough, the article goes on to state: “And although all TV newscasts skew toward older demographics, in New York, the percentage of viewers under 35 watching from 3 a.m. to 5 a.m. is higher than at any other time of day…”

6a0133ec87bd6d970b0133f3eb5cb3970b-320wi So, there is a major shift going on in either people’s sleeping and / or television watching patterns.  This could make a difference in when and how people advertise (apparently the earlier the show the more likely people are watching instead of being on line because they are getting dressed for work).

It’s certainly something to think about.  Do you think this could be significant to retailing, marketing and advertising?  Let us know.

One thought

  1. Great articles, Richard. I rarely comment outside of reddit, but this is two articles in a row for me. Keep up the great work.
    But I’m 31, and most days I do have the television on between 3am and 5am, watching Judge Extreme Akim, Little House on the Prarie, and Cheaters. Okay, okay, I’m not really paying attention, but the TV is on in the background at 3am to 5am, followed by the 5am news.
    For me, I’m still up at that time almost every single day, because I’m catching up on work, since I run a software consulting company from home, I can work whenever I want, and it’s much easier to get programming done when the phone’s not ringing off the hook.
    In fact, I would say it’s a safe bet that on a weeknight, except my friends that have regular day jobs, which is definitely less than half of my friends, (not even counting the 1/3rd of my friends unemployed for years now), that I could call them all at 3am and not a one of them would be angered because every last one of them is still up.

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