PT - JOURNAL ARTICLE AU - Amy Jo Coffey TI - Understanding the Invisibility of the Asian-American Television Audience AID - 10.2501/JAR-53-1-101-118 DP - 2013 Mar 01 TA - Journal of Advertising Research PG - 101--118 VI - 53 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/53/1/101.short 4100 - http://www.journalofadvertisingresearch.com/content/53/1/101.full SO - J Advert Res2013 Mar 01; 53 AB - Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States. Given this demographic group's greater purchasing power and comparable growth rate, online survey and in-depth executive interviews reveal how U.S. Asians' income, language, and other audience traits are valued by U.S. television advertisers and compares these perceptions to those for Hispanics. Recommendations are offered to overcome reported advertiser misperceptions and agency obstacles and to help encourage investment in this growing and affluent demographic segment.