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Hispanic Television Use Growth Tops All Groups

NEW YORK -  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.



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