Hispanic, Asian, African-American TV Households Grow Faster than US Average

Hispanics and Asians remain the fastest-growing national segments of the population, with television households increasing 4.4 percent among Hispanics and 3.9 percent among Asians compared with the previous year, according to The Nielsen Company, writes MarketingCharts.

Nielsen estimates that in local markets…

• Los Angeles remains the number-one Hispanic market, followed by New York, Miami, Houston and Chicago.
• Los Angeles also has the country’s largest Asian community, followed by New York, San Francisco, Honolulu and Chicago.
• New York is the largest African-American TV market, followed by Atlanta, Chicago, Washington, DC and Philadelphia.

National Changes

Nielsen’s National Universe Estimates (EU - the estimates of US television households) also show that the number of Black or African-American television households, as with Hispanic and Asian households, grew faster than the national US average: 1.5 percent versus 1.3 percent.

Local Market Changes

Nielsen’s universe estimates for Hispanic, African-American and Asian-American TV households in its 210 local television markets - Designated Market Areas (DMAs) - reflect the rapid growth of ethnic populations, Niesen said.

Within the Black or African-American household estimates, there was a change within the top three DMAs:

• Atlanta moved up from third to second in rank, due to a 6.3 percent increase in its Black or African-American TV household population.
• New Orleans climbed two ranks to 23, indicating the strong recovery of Black or African-American populations in the market.
• Other notable increases include Minneapolis-St. Paul’s moving up two ranks, into the Top 50, and Syracuse’s moving up one rank, into the top 100.

Within the Hispanic household estimates, there was a change in the top 10 DMAs, with Phoenix moving up to rank eight. Nielsen said changes in the Hispanic market ranks reflect the emergence of new Hispanic gateway areas over previous historic immigration destinations; for example, as an indication of recent trends in Hispanic immigration, Charlotte moved up three ranks, to 40.

Within the Asian household estimates, there was also a change in the top 10 DMAs, with Houston moving up to rank nine. Las Vegas moved up one rank, to 16, and New Orleans increased four ranks, to 47, a further indication of population recovery in that market.

More detailed Nielsen UE data

For detailed information on national Universe Estimates, effective August 27, 2007, see this spreadsheet (xls).

For more detailed information on the Universe Estimates in local television markets, see the following spreadsheets:

• African American DMA (xls)
• Hispanic local DMA (xls)
• Asian-American DMA (xls)