Why do you think you should control for the viewing time?
Because I’d expect high-IQ populations to consume less media than the mean not thanks to anything intrinsic to IQ but because there’s less media out there targeting them, and that’s already factored into producers’ and advertisers’ expectations of audience size.
Similar considerations should come into play on the low end of the distribution: the IQ 80 cohort is roughly the same size as the IQ 120 and with less disposable income, both of which should make it less attractive for marketing. Free time might have an impact, but aside from stereotype I don’t know if the lifestyles of the low-IQ lend themselves to more or less free time than those of the high-IQ; I can think of arguments for both.
Exposure to marketing tactics might also build resistance to them, and I’d expect that to be proportional in part to media exposure.
Because I’d expect high-IQ populations to consume less media than the mean not thanks to anything intrinsic to IQ but because there’s less media out there targeting them, and that’s already factored into producers’ and advertisers’ expectations of audience size.
Similar considerations should come into play on the low end of the distribution: the IQ 80 cohort is roughly the same size as the IQ 120 and with less disposable income, both of which should make it less attractive for marketing. Free time might have an impact, but aside from stereotype I don’t know if the lifestyles of the low-IQ lend themselves to more or less free time than those of the high-IQ; I can think of arguments for both.
Exposure to marketing tactics might also build resistance to them, and I’d expect that to be proportional in part to media exposure.