Understanding the Invisibility of the Asian-American Television Audience: Why Marketers Often Overlook an Audience of “Model” Consumers
Amy Jo Coffey
University of Florida
Management slant
- Asian-American audiences tend to have higher household incomes and education levels, be younger, and make high-end consumer purchases at a greater rate than the general U.S. population.
- Despite these desirable traits, when compared with the targeting of Hispanics and the general U.S. audience, advertisers tend to target Asian-American audiences at a much lower rate in all language categories. Advertising budget allocations are also...