Nielsen: Asians Lead Ethnic TV Household Growth

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Asian-American TV households will grow at a faster pace than Hispanics and African-Americans during the 2011-12 television season, according to Nielsen.

A recent Nielsen report infused with 2010 Census data says that Asian TV households in the U.S. are expected to grow 9.6 percent - or more than 400,000 homes -- during the 2011-12 television season compared to the same period last year, according to Nielsen report, the first since the 2010 Census counts were released and integrated into its overall projections.

The Asian-American household growth is more than than double that of Hispanics (4.6 percent) and African American households (1.5%), said Nielsen.

"The rapid growth of the Hispanic market has generated a number of headlines since the Census numbers were revealed, but the increase of Asian households should not be overlooked," said Pat McDonough, Senior Vice President, Insights and Analysis for Nielsen in a statement. "The rate of change in Asian TV households outpaces that of Hispanic homes."

The industry should use Nielsen's findings as an invitation to further reach out to the Asian community with targeted programming as well as marketing messages that cater to that fast-growing TV audience.

Nielsen also reported that Los Angeles remains the top market for both Hispanic and Asian TV households, while New York is still the number one market for African-American TV homes.