state of the media: march 2011 u.s. tv trends by ethnicity€¦ · 10 rank net fox cbs fox cbs nbc...

TV Usage and Time Spent

In November 2010, African-Americans used their TVs an average of 7 hours 12 minutes each day–far above the total U.S. average of 5 hours 11 minutes. Asians used their TVs the least, just 3 hours and 14 minutes on average. African-Americans also used DVD players and video game consoles more than average. Another fact to note: the VCR has virtually disappeared for all groups.

More than one-third (38%) of American homes had a DVR in November 2010. White homes had more than average (40%) and the highest usage while Hispanics had the fewest (30%).

Across all households (Table right–middle), White households’ primetime usage increased by 5.0 rating points with DVR playback, more than any other group. Asian homes had usage growth of 3.1 rating points, while African-American and Hispanic households increased their usage by more than 2 rating points with the additional DVR playback. These increases more than double when cut back to DVR households.

Source: The Nielsen Company. Based on Live Stream for Persons 18-49 during November 2010.

Total U.S.WhiteAfrican-AmericanHispanicAsian

CompositePercent lift

13.0%15.4%6.9%7.2%13.8%

33.0

Live AA%

32.638.933.122.7

4.3

DVR PlaybackAA%

5.02.72.43.1

37.3

Live + DVR Playback

37.641.635.525.9

4.3

Actual lift

5.02.72.43.1

Total U.S.WhiteAfrican-AmericanHispanicAsian

DVR HouseholdsPercent lift

33.3%35.6%20.6%28.2%39.4%

29.4

Live AA%

29.235.129.622.7

DVR PlaybackAA%

9.810.47.28.49.0

39.2

Live + DVR Playback

39.542.437.931.7

9.8

Actual lift

10.47.28.49.0

Total Use of TV

5:11 5:02

7:12

4:35

3:144:17 4:05

6:16

3:542:34

0:240:27

0:20

0:140:17

0:15 0:15

0:18

0:140:12 0:13 0:13

0:16

0:10 0:09

Live TV DVR Playback

DVD Playback Video Games

Total U.S. White African American Hispanic Asian

Total Use of TV

5:11 5:02

7:12

4:35

3:144:17 4:05

6:16

3:542:34

0:240:27

0:20

0:140:17

0:15 0:15

0:18

0:140:12 0:13 0:13

0:16

0:10 0:09




Total Use of TV

5:11 5:02

7:12

4:35

3:144:17 4:05

6:16

3:542:34

0:240:27

0:20

0:140:17

0:15 0:15

0:18

0:140:12 0:13 0:13

0:16

0:10 0:09




Total Use of TV

5:11 5:02

7:12

4:35

3:144:17 4:05

6:16

3:542:34

0:240:27

0:20

0:140:17

0:15 0:15

0:18

0:140:12 0:13 0:13

0:16

0:10 0:09




Who Watches What? U.S. TV Trends by Ethnicity

State of the Media: March 2011U.S. TV Trends by Ethnicity

How and what Americans watch on TV varies to some degree based on their ethnicity. The Nielsen Company takes a look TV viewing and usage trends in 2010.

Source: The Nielsen Company. Based on Persons 18-49 during November 2010.

1

Total Use of TV

5:11 5:02

7:12

4:35

3:144:17 4:05

6:16

3:542:34

0:240:27

0:20

0:140:17

0:15 0:15

0:18

0:140:12 0:13 0:13

0:16

0:10 0:09




Prime Time (Mon-Sun 8p-11p) Timeshifted Ratings by Race & Origin

Total Day TV and Peripheral Usage by Race and Origin (Daily HH:MM)

Total Use of TV

5:11 5:02

7:12

4:35

3:144:17 4:05

6:16

3:542:34

0:240:27

0:20

0:140:17

0:15 0:15

0:18

0:140:12 0:13 0:13

0:16

0:10 0:09




2

State of the MediaProgram Rankings

A look at the top ten programs across broadcast and cable by race and origin for people age 18-49 in November 2010 provides a glimpse of how viewing varies. But one thing is common across ethnic groups: NFL football unites us as a nation. Broadcast airings of regular season games occupied all ten spots for African-Americans and half of the top ten for Whites and Asians. Expanding the snapshot to cable, ESPN’s NFL Regular Season took the top spot for Whites, African-Americans and Asians and second place with Hispanics.

123456789

10

NetRank

FOXCBSFOXCBSNBCABCNBCFOXFOXCBS

Broadcast Program Name Net Cable Program Name

ESPNNFLNESPNUSANFLNESPNESPNNFLNESPNFNC

FOX NFL-THU NFL REGULAR SEASON LCBS NFL SINGLE - THU NFL REGULAR SEASON GAMEFOX NFL SUNDAY-NATIONAL NASCAR SPRINT CUP LCBS NFL NATIONAL WWE ENTERTAINMENTNBC SUNDAY NIGHT FOOTBALL POSTGUNMODERN FAMILY SPORTSCENTER: LMACYS THANKSGIVING PARADE MONDAY NIGHT COUNTDOWN LFOX NFL SUNDAY-SINGLE PRE-KICKGLEE NFL COUNTDOWN LBIG BANG THEORY, THE AMERICAS ELECTION HQ

123456789

10

NetRank

FOXFOXCBSCBSNBCFOXABCNBCCBSFOX


ESPNNFLNUSAESPNNFLNESPNESPNNFLNESPNDSNY

FOX NFL-THU NFL REGULAR SEASON LFOX NFL SUNDAY-NATIONAL NFL REGULAR SEASON GAMECBS NFL SINGLE - THU WWE ENTERTAINMENTCBS NFL NATIONAL SPORTSCENTER: LNBC SUNDAY NIGHT FOOTBALL POSTGUNFOX NFL SUNDAY-SINGLE NASCAR SPRINT CUP LMODERN FAMILY MONDAY NIGHT COUNTDOWN LMACYS THANKSGIVING PARADE PRE-KICKCBS NFL-THU POST GAME NFL COUNTDOWN LGLEE TINKER BELL & GREAT FAIRY

Total U.S.

White

Top 10 Programs by Race & Origin

State of the Media

3

123456789

10

NetRank

FOXCBSNBCFOXFOXCBSABCNBCABCCBS

FOX NFL-THUCBS NFL NATIONALNBC SUNDAY NIGHT FOOTBALLFOX NFL SUNDAY-NATIONALGLEECBS NFL SINGLE - THUMODERN FAMILY SP-11/24OUTSOURCEDMODERN FAMILYHAWAII FIVE-0


ESPNNFLNDSNYTNTESPNCNNNFLNSPIKENICKNFLN

NFL REGULAR SEASON LNFL REGULAR SEASON GAMETINKER BELL & GREAT FAIRYNBA BASKETBALLSPORTSCENTER: LELECTION NIGHT IN AMERICAPOSTGUNUFC 122: MARQU VS OKAMIDIEGO INTL RESCUE LEAGUEPRE-KICK

Source: The Nielsen Company. Persons 18-49 during November 2010. Broadcast and cable rankings based on Live +7 AA%. Excludes programs < 10 minutes.

123456789

10

NetRank

UNIUNIUNIUNIUNIUNIUNIUNIUNIUNI


GALAESPNGALAGALAUSAGALANFLNGALAGALAGALA

LATIN GRAMMY 10 11/11 FUTBOL LIGA MEX - THUSOY TU DUENA THU NFL REGULAR SEASON LSOY TU DUENA MON EL CHAVO IISOY TU DUENA WED EL CHAVOSOY TU DUENA TUE WWE ENTERTAINMENTSOY TU DUENA FRI EL CHAVO-MARATHONMIRA QUIEN BAILA SUN NFL REGULAR SEASON GAMENOCHE DE ESTRELLAS 11/11 DERBEZ EN CUANDOROSA DE GUADALUPE THU FUTBOL LIGA MEX - FRICRISTINA MON XH DERBEZ

123456789

10

NetRank

FOXCBSFOXNBCCBSFOXFOXFOXNBCFOX


ESPNBETBETBETESPNTBSCENTRICTNTNFLNESPN

FOX NFL SUNDAY-NATIONAL NFL REGULAR SEASON LCBS NFL NATIONAL SOUL TRAIN AWARDSFOX NFL-THU SOUL TRAIN RED CARPETNBC SUNDAY NIGHT FOOTBALL BLACK GIRLS ROCK!CBS NFL SINGLE - THU SPORTSCENTER: LFOX NFL SUNDAY-PST GN-NAT MEET THE BROWNSFOX NFL SUNDAY-SINGLE SOUL TRAIN: HIPPEST TRIPOT, THE NBA BASKETBALLSUNDAY NIGHT NFL PRE-KICK NFL REGULAR SEASON GAMEFOX NFL SUNDAY-REGIONAL NBA REGULAR SEASON L

Asian

Hispanic

African-American

4

State of the Media

City TV Homes % of Total U.S

New YorkLos AngelesChicagoPhiladelphiaDallas-Ft. WorthSan FranciscoBostonAtlantaWashington, DCHouston

7,515,3305,666,9003,502,6103,015,8202,594,6302,523,5202,460,2902,407,0802,389,7102,177,220

6.54.93.02.62.22.22.12.12.11.9

Ethnicity by Market

The top three markets for the Total U.S. -- New York, Los Angeles, and Chicago -- rank among the top ten for each break. Other findings of note include:

Boston is the 7th largest overall U.S. •market but does not rank among the top ten markets for African-Americans, Hispanics, or Asians.

Minneapolis ranks 15th overall but •seventh among White markets. Ninety percent of Minneapolis’ TV households are White.

Atlanta is the second largest African-•American market, although it ranks 8th overall. Over 28% of Atlanta’s DMA is African-American.

Harlingen, Texas ranks as the 87th DMA •in the U.S., but is the 10th largest His-panic market. Hispanic homes account for 84% of Harlingen’s DMA.

Honolulu is the 4th largest market in •terms of Asian households, although it ranks as the 72nd largest market in the U.S. Half of Honolulu’s TV homes are Asian.

Total U.S.

City TV Homes % of Market

New York

Los Angeles

Chicago

Philadelphia

Boston

Dallas-Ft. Worth

Minneapolis-St.Paul

Atlanta

San Francisco

Washington, DC

4,954,760

3,324,930

2,447,070

2,214,530

2,109,770

1,806,350

1,570,280

1,560,350

1,555,340

1,532,650

65.9

58.7

69.9

73.4

85.8

69.6

89.5

64.8

61.6

64.1

White

Top 10 Designated Market Areas (DMAs)

Source: The Nielsen Company. Based on Universe Estimates for 2010-2011.


State of the Media

5


New YorkAtlantaChicagoWashington, DCPhiladelphiaLos AngelesDetroitHoustonDallas-Ft. WorthRaleigh-Durham

1,256,380664,860589,240571,980551,070475,180378,730377,960368,640302,670

16.727.616.823.918.38.4

20.117.414.226.8

African American


Los AngelesNew YorkMiami-Ft. LauderdaleHoustonDallas-Ft. WorthChicagoSan AntonioPhoenixSan FranciscoHarlingen

1,893,8101,276,130690,640586,120526,760501,090400,710398,750393,530297,250

33.417.043.726.920.314.347.421.215.683.5

Hispanic



6

State of the Media

Copyright © 2011 The Nielsen Company. All rights reserved. Printed in the USA. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 11/2718

About The Nielsen Company

The Nielsen Company (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related assets. The company has a presence in approximately 100 countries, with headquarters in New York, USA. For more information on The Nielsen Company, visit www.nielsen.com.


Los AngelesNew YorkSan FranciscoHonoluluChicagoWashington, DCSeattle-TacomaSacramentoPhiladelphiaHouston

699,860614,490530,690212,650182,650173,830152,360130,790120,420118,430

12.38.2

21.049.15.27.38.19.34.05.4

Asian


state of the media: march 2011 u.s. tv trends by ethnicity€¦ · 10 rank net fox cbs fox cbs nbc...

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