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Nornagest comments on Rationality Quotes September 2011 - Less Wrong
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I'd be astonished if resistance to advertising increases linearly or better with IQ once you control for viewing time. Marketing's basically applied cognitive science, and one of the major lessons of the heuristics-and-biases field is that it's really hard to outsmart our biases.
Why do you think you should control for the viewing time? As a marketer, it makes no difference for you why the higher IQs are less influenced. Furthermore a lot of advertising relies on outright lying.
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.