Nielsen Wire » audience demographics

Hispanic Homes in U.S. Show Largest Growth for 2009-2010 TV Season

Nielsen Wire — Fri, 04 Sep 2009 13:46:25 +0000

Nielsen estimates a continued increase of Hispanic TV homes (2.3%) in comparison to total U.S. TV homes (0.3%) for the 2009-2010 TV season. Similar to Total TV homes, modest growth is estimated among African American and Asian homes as both will increase by less than 1% over last year.

The number of persons age 2+ in Hispanic TV homes will also grow with estimates showing a 2.4% increase to a total of 44.3 million. The number of persons 2+ in African American TV homes will increase by 1.3% to 37.5 million, and persons 2+ in Asian TV homes will remain at 14.5 million.

Total U.S. Television Households by Race and Ethnicity: 2009 and 2010
TV Households	2009 UE (000)	2010 UE (000)	Relative Change 2009-10
Total	114,500	114,900	0.30%
Hispanic	12,660	12,950	2.30%
Asian	4,740	4,780	0.80%
Black or African-American	13,950	14,000	0.30%
Source: The Nielsen Company

Download the full list of Ethnic DMA rankings and universe estimates.

114.9 Million U.S. Television Homes Estimated for 2009-2010 Season

Nielsen Wire — Fri, 28 Aug 2009 19:12:06 +0000

For the 2009-2010 broadcast season Nielsen estimates that the total number of television households within the U.S. (including Alaska and Hawaii) will be 114.9 million. This is an increase of 400,000 homes from last year and the smallest increase in the last 10 years. Nielsen also estimates that the number of Persons age 2 and above (P2+) in U.S. television households will increase slightly to 292 million.

Broadcast Season Universe Estimates
Season	Homes in Millions
2009-2010	114.9
2008-2009	114.5
2007-2008	112.8
2006-2007	111.4
2005-2006	110.2
2004-2005	109.6
2003-2004	108.4
2002-2003	106.7
2001-2002	105.5
2000-2001	102.2
Source: The Nielsen Company

Local TV Market Universe Estimates

The Top 10 local markets, known in the industry as Designated Market Areas or DMAs, will remain the same this season, with a few rank changes in the Top 20. Moving up are Seattle, from 14 to 13, and Denver from 18 to 16. Tampa, Miami and Cleveland are each down one rank.

There were no new markets to enter the Top 50 or the Top 100, although there were several multi-rank increases and decreases. Notable changes in the Top 100 markets include:

Four Florida markets are down (Tampa, Miami, Ft. Myers, Tallahassee), partially due to declines in domestic migration
New Orleans has the largest percentage increase among all markets, up 5.2% from last year, and moves up 2 ranks from 53 to 51 as former residents return to the city and Census Bureau estimates are adjusted
New York adds the most homes of any market (+59,710) while Waco shows the largest change in ranks, moving from 94 to 89
Other multi-rank increases in the Sun Belt region include Tucson (+2), Shreveport (+2), and Charleston, SC (+2)
The Midwest sees multi-rank decreases in Columbus, OH (-2), Grand Rapids (-2), Flint (-2) and South Bend (-2)

For complete details, download the full list of DMA rankings and universe estimates.

Who’s Watching the 2008 U.S. Election Debates?

admin — Mon, 06 Oct 2008 21:22:17 +0000

Sixty-one percent of all U.S. households watched at least one of the two 2008 election debates aired so far, according to a new analysis released Monday by Nielsen.

On average, 41% of all homes watched the V.P. debate last Thursday — up one-third from the first presidential debate the previous Friday night, which reached an average of 31% of all households.

Of all households, 39% watched neither debate, while 30.3% tuned in to both. 11.2% of all homes tuned in to the presidential debate only, and 19.5% tuned in to just the V.P. debate.

Both debates drew audiences made up mostly of white viewers with higher levels of income ($100,000+) and education (4+ years of college).

Older viewers (age 55+) made up the largest portion of the TV audiences for both debates (42% – 46%). However, the Biden-Palin V.P. debate (median age: 52) drew a slightly larger portion of younger viewers than the first Obama-McCain debate (median age: 54).

Homes headed by African Americans made up a larger portion of the presidential debate audience (14.0%) than the V.P. debate audience (12.3%). African American homes normally account for 12.2% of all U.S. TV households.

Overall, Hispanic viewers were less likely to watch the debates. Hispanic households, which account for 11.1% of all TV households in the U.S., made up just 6.3% to 6.5% of the combined audience for the two debates.

A closer look at the minute-by-minute ratings for both debates reveals few peaks or drop-offs in household viewing, which remained steady throughout both the telecasts.

Read the full report — and stay tuned during the presidential debates for more Nielsen TV audience analyses.