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Nielsen: Asians Lead Ethnic TV Household Growth
By siliconindia
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Friday, 30 September 2011, 18:38 IST
Fremont: Asian-American TV households will grow rapidly when compared to the Hispanics and African-Americans during the 2011-12 television season, according to Nielsen.
Asian television families in the US are expected to grow 9.6 percent or more than 400,000 homes during the 2011-2012 television season compared to the same period the previous year said a recent Nielsen report that was infused with the 2010 Census data, the first since the 2010 census counts were released and incorporated into its by and large projections.
Compared to Hispanics that is just 4.6 percent and an African American household that is 1.5 percent, the Asian-American household growth is more than double.
According to Pat McDonough, Senior Vice President, Insights and Analysis for Nielsen in a statement, "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. The rate of change in Asian TV households outpaces that of Hispanic homes."
The industry should use Nielsen's findings as an invitation to further reach out to the Asian community with targeted programming as well as marketing messages that cater to that fast-growing TV audience.
Los Angeles remains the top market for both Hispanic and Asian TV households, while New York is still the number one market for African-American TV homes, according to Nielsen report.