PT  - JOURNAL ARTICLE
AU  - J. P. James
AU  - Tyrha M. Lindsey-Warren
TI  - An Examination of Television Consumption By Racial and Ethnic Audiences in the U.S.
AID  - 10.2501/JAR-2018-027
DP  - 2018 Jul 04
TA  - Journal of Advertising Research
PG  - JAR-2018-027
4099  - http://www.journalofadvertisingresearch.com/content/early/2018/06/28/JAR-2018-027.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2018/06/28/JAR-2018-027.full
AB  - 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.