RT Journal Article
SR Electronic
T1 An Examination of Television Consumption By Racial and Ethnic Audiences in the U.S.
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP JAR-2018-027
DO 10.2501/JAR-2018-027
A1 J. P. James
A1 Tyrha M. Lindsey-Warren
YR 2018
UL http://www.journalofadvertisingresearch.com/content/early/2018/06/28/JAR-2018-027.abstract
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.