Nielsen Calls Hispanics, Asians Fastest-Growing Segments
Los Angeles Remains No. 1 Hispanic Market, Followed By New York, Miami, Houston
By Linda Moss -- Multichannel News, 8/30/2007 6:51:00 AM
Hispanics and Asians remain the fastest-growing segments of the national population, with TV households increasing by 4.4% among Hispanics and 3.9% among Asians over last year, according to data released by Nielsen Co. Thursday.
Nielsen’s latest National Universe Estimates, the estimates of U.S. television households, also show that the number of Black or African-American television households grew faster than the national U.S. average, 1.5% versus 1.3%, respectively.
In local markets, Nielsen estimates that Los Angeles will continue to remain the No. 1 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, according to Nielsen.
New York is the largest African-American TV market, followed by Atlanta, Chicago, Washington and Philadelphia, Nielsen said.
The national Universe Estimates became effective Monday.
Nielsen’s universe estimates for Hispanic, African-American and Asian-American TV households in its 210 local television markets reflect the rapid growth of ethnic populations. These estimates will be used for commercial advertising purposes for the 2007-2008 television season.
Within the Black or African-American household estimates, there was a change within the Top 3 local-TV markets. Atlanta moved up from third to second in rank, due to a 6.3% 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 included Minneapolis-St. Paul, Minn., moving up two ranks into the Top 50, and Syracuse, N.Y., moving up one rank to the Top 100.
Within the Hispanic household estimates, there was a change in the Top 10 markets, with Phoenix moving up to the No. 8 slot. Changes in the Hispanic market ranks reflect the emergence of new Hispanic gateway areas over previous historic immigration destinations, according to Nielsen. Charlotte, N.C., moved up three ranks to 40, further indicating recent trends in Hispanic immigration.
Within the Asian household estimates, there was also a change in the Top 10 markets, with Houston moving up to No. 9. Las Vegas moved up one rank to 16, while New Orleans increased four ranks to 47, further indicating population recovery in the market.
The Universe Estimates for local television markets are effective Sept. 22.
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