Nielsen reports blacks will again be largest ethnic segment of all TV households

(August 28, 2008) The Nielsen Company has announced that the total number of television households within the U.S. for  2008-2009 season will be 114.5 million. That's an increase of 1.5% from last year. Nielsen also estimates that the number of Persons Age 2+ in U.S. TV households will increase by 1.3% to a total of nearly 290 million.

The National Universe Estimates show that African-American TV households will again be the largest segment among ethnic audiences. The number of Black or African-American TV homes increased 300,000 to 13,950,000, an increase of 2.2%, or nearly twice the national growth rate.

The number of Hispanic TV homes is estimated to increase 4.3% from 12,140,000 in 2008 to 12,660,000 in 2009. Asian TV homes will grow 4.4%from 4,540,000 4,740,000 in the same period.

Baby Boomers continue to drive the growth of Persons 55+ and the universe estimates continue to reflect this change in the United States age structure. Persons 55+ demos are increasing at a rate (2.7%) double that of the Total Persons 2+ demo (1.3%).

Local Market Universe Estimates

The 2008-2009 Local Television Household Universe Estimates and market ranks reflect a continued trend of growth in the Southern and Western U.S. Of the 58 markets which moved up in rank, well over half are in the expanding Southeast or Mountain regions.

For the first time in more than 10 years, there were no rank changes in the top 20 markets, though movement in the lower ranks was still evident. Notable increases include:

Austin enters the Top 50 markets, moving from 51 to 49

Indianapolis enters the Top 25 markets, increasing from 26 to 25

Las Vegas continues steady growth moving from 43 to 42

Palm Springs moves up 2 ranks from 144 to 142

Numerous multi-rank increases were contained in the Mountain-region, including Salt Lake City (+2), Reno (+2), Grand Junction-Montrose (+3), Butte-Bozeman (+4) and Spokane (+2).

The full list of Designated Market Area (DMA) rankings and universe estimates is available through this link: http://www.nielsen.com/pdf/2008_09_DMA_Ranks.pdf.

With the Digital Television (DTV) Transition deadline on February 17, 2009, Nielsen will closely monitor changes to our local samples and will be prepared to evaluate potential adjustments to both the 2008-2009 National and Local Universe Estimates.

National estimates are effective for the 2008-2009 TV season as of September 1, 2008. Nielsen's Universe Estimates are based on a variety of sources, including Nielsen Claritas (a leading provider of demographic data), the U.S. Census Bureau's Current Population Survey, decennial census results, the American Community Survey, as well as Nielsen's television samples.

Local market estimates will be used in metered market samples beginning with the data of September 27, 2008 and in diary samples with the publication of the October/November surveys. Nielsen will release local estimates for African-American, Hispanic and Asian television households in early September.


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