Nielsen Wire » African American TV viewers

Number of Ethnic TV Households Grows: Asian TV Households up Nearly 10 Percent

jeffb — Mon, 26 Sep 2011 21:05:23 +0000

The number of Asian TV households in the U.S. for the 2011-2012 TV season will grow 9.6 percent (over 400,000 homes) compared to last year, according to Nielsen. Hispanic or Latino TV households will increase 4.6 percent (over 600,000). The TV Universe Estimate for the 2011-2012 season marks the first integration of the 2010 Census counts and adjusted TV penetrations, introducing a number of shifts nationally and within local markets.

	2010-2011 Season TV HHs	2011-2012 TV HHs	YOY Change
African-American or Black	14,072,950	14,277,840	1.5%
Hispanic or Latino	13,348,190	13,957,750	4.6%
Asian	4,812,310	5,273,450	9.6%

“The rapid growth of the Hispanic market has generated a number of headlines since the Census numbers were revealed, but the increase of Asian households should not be overlooked,” said Pat McDonough, Senior Vice President, Insights and Analysis, Nielsen. “The rate of change in Asian TV households outpaces that of Hispanic homes.”

Los Angeles remains the top market for both Hispanic and Asian TV households, while New York holds onto the top spot for African-American TV homes.

“We’re also seeing increased geographic diversity of Hispanic and Latino consumers. While Los Angeles, Miami-Ft. Lauderdale and Houston remain in the top five for Hispanic TV homes, we’re seeing growth in markets that defy conventional wisdom. Hartford & New Haven, Conn., Washington, D.C., Milwaukee, Raleigh and Minneapolis are all in the top 50 and saw a bump up in their rankings in the past year,” McDonough added.

These estimates are projected to January 1, 2012.

Calculating Universal Estimates
Nielsen’s total household and population estimates are based on the most recent data from the U.S. Census Bureau as well as auxiliary sources such as state governments and the U.S. postal service. The 2012 UEs were benchmarked to the 2010 Census results released earlier this year and growth to 2012 has been projected based on estimated growth rates.

40% of New U.S. TV Homes this Season will be Hispanic Households

Nielsen Wire — Fri, 03 Sep 2010 14:40:05 +0000

Nielsen estimates another large increase (nearly 400,000 homes) for Hispanic TV homes in the 2010-2011 television season. The estimated 3.07 percent increase for Hispanic homes outpaces the total 0.87 percent gain (or 1 million homes) for the upcoming season. Last season, Hispanic homes posted a 2.30 percent gain. A modest increase in TV households is also expected among the African American households and Asian households.

Total U.S. Television Household Estimates by Race and Ethnicity: 2010 and 2011
TV Households	2009-10	2010-11	Relative Change
Total	114,900,000	115,900,000	0.87%
Hispanic	12,950,510	13,348,190	3.07%
African-American	13,997,990	14,072,950	0.54%
Asian	4,782,560	4,812,310	0.62%
Source: The Nielsen Company

Overall, there were more rank changes this season in local markets compared to the previous season. Among the top 50 Hispanic markets, 22 markets changed rank this year, compared to only six changes last year. Philadelphia had the largest increase, rising 8 percent from last year, followed by Kansas City (up 7.7 percent). In the top 50 African American markets, Kansas City had the largest percentage increase, up 4.7 percent from last year. And in the top 50 Asian markets, Austin increased 3.7 percent.

Looking Towards 2050: Ethnic Trends In Media

Nielsen Wire — Tue, 03 Mar 2009 16:51:49 +0000

Population trends have clear implications for those involved in the media and advertising industries. There are now more than 114 million U.S. TV households, with immigration continuing to play a major role in population growth. U.S. Census estimates predict that by the year 2050 more than half of the U.S.
population will be non-white.

Nielsen’s “Ethnic Trends In Media,” is a comprehensive report profiling African-American, Asian, Hispanic and White households in the U.S. This report examines household characteristics, television usage, timeshifted viewing and popular programming genres for each group.

Key findings include:

Household characteristics are quite different across each ethnic break. Size, geographic territory and media ownership, such as video game consoles and DVRs, are just some of the notable differences

TV usage is different: Persons age 18-49 in African-American households view more TV than Total U.S., while Hispanic and Asian persons in the same age group was less.

The median age of a TV viewer is 45, but African-American, Asian and Hispanic viewers tend to be younger (40, 39, 32, respectively).

Participation variety shows, such as Dancing with the Stars and Biggest Loser 6, are the most popular genre for total U.S. viewers, and are near the top for all ethnic breaks. Fox NFL Sunday Football was the top or near-top program for all ethnic breaks except for Hispanics, who favored “Fuego En La Sangre” on Univision.

Download a PDF of the full report here.

More U.S. Viewers, Households For 2008-09 TV Season

admin — Thu, 28 Aug 2008 18:53:46 +0000

The total number of U.S. television households for the 2008-2009 TV season has grown to 114.5 million — up 1.5% from last year, Nielsen reported Thursday.

U.S. television viewers also increased by 1.3%, to a total of nearly 290 million people (age two and older), with older viewers (age 55+) showing the fastest growth rate (+2.7%).

The new figures, Nielsen’s TV Universe Estimate for the 2008-2009 TV season, will be reflected in Nielsen’s national TV ratings as of September 1, 2008.

Nationally, in comparison to the total number of TV households, the number of Hispanic and Asian television households increased by 4.4% and 4.3%, respectively. African American TV households grew by 2.2% during the same time period.

Locally, the top 20 television markets held onto their 2007-2008 TV season ranks. Movement among lower-ranked markets reflected recent population growth in the Southern and Western United States — of the 58 markets that moved up in rank, more than half are in the Southeast or Mountain regions.

Local market estimates are projected to January 1, 2009 and will be used in metered market samples as of September 27, 2008.

View the full press release.

Read coverage of Nielsen’s findings in Mediaweek and Media Daily News.