TY - JOUR T1 - An Examination of Television Consumption By Racial and Ethnic Audiences in the U.S. JF - Journal of Advertising Research JO - J Advert Res SP - 40 LP - 52 DO - 10.2501/JAR-2018-027 VL - 59 IS - 1 AU - J. P. James AU - Tyrha M. Lindsey-Warren Y1 - 2019/03/01 UR - http://www.journalofadvertisingresearch.com/content/59/1/40.abstract N2 - 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. ER -