on the "right coast." Given the 3 hour time difference between the coasts, people on the "right coast" are less likely to watch a "left coast" game that kicks off at either 7pm or 8pm PST. At 10pm or 11pm EST, people are usually either getting ready for bed/in bed or going out/already out. So they are less likely to stay up and watch the entire game that may end around 1am EST. I don't think it makes a difference whether the game is played during the week or weekend because people have work/school the next day (for Thursday games) or church (for Saturday games).

In order for a "left coast" game to be televised at 8pm EST, then it has to kickoff at 5pm. Unfortunately, it kinda inconveniences people on the "right coast" because either getting off work at that time or eating dinner (assuming they want to watch the game on TV. For "right coast" games, you rarely (if ever) see a game kickoff at 5pm EST. If a game is going to kickoff during the "dinner window," then it is usually at 6:45pm EST which is considered to be outside it or at the tail end of it (assuming a 2 hour window). Then there is the inconvenience of a Pac-12 team playing a Big Ten team with a kickoff time of noon EST.

It would appear that the optimal time for most exposure on the "right coast," would be the mid-afternoon kickoff time slots.