A recent Nielsen report showed the most modest projected gain in TV households – 400K – in ten years, a gain of 0.3%. It has broken it down further, and showed that the biggest gains are among Hispanics, and minorities together make up almost all of it. The Hispanic gain is 290K (2.3%), Asians account for 40K (0.8%), African Americans gain 50K (0.3%), leaving just 20K to Caucasians. That’s a virtual 0% gain.
| 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 | |||
Click here to download a pdf from Nielsen with ethnic DMA data for all 210 US television markets.
