An Examination of Television Consumption By Racial and Ethnic Audiences in the U.S.
ABSTRACT Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities. The validity of ethnic audience ratings measurement in the past has been questionable, predicating diminished multicultural audience valuation. One result has been less spending in the ethnic broadcast media landscape, which is hampered by media fragmentation. Using an analysis of Horowitz Research data, a nationally representative dataset that measures multicultural cable viewership, the authors examined the relationship between television viewership and multiculturalism, mediated by programmatic and media fragmentation influences and covaried by demographics influences.
Journal of Advertising Research