US TV Trends by Race and Ethnicity

Who watched what? U.S. TV trends by race and ethnicity

The face of America is changing. As we await the population findings from the 2010 U.S. Census, the race/ethnicity of people within the more than 115 million television homes is more relevant than ever: groups tend to watch different programs and use peripheral devices differently, all of which hold significant implications for the media and advertising industries. According to The Nielsen Company's National People Meter (NPM) sample, the U.S. composition by ethnic group in November 2010 was as follows:

  • White: 75.8%
  • African-American: 12.8%
  • Hispanic: 11.7%
  • Asian: 3.8%

This report profiles the household characteristics, TV and peripheral usage and programming genres for White, African-American, Hispanic, and Asian households in the U.S.

Characteristics and Population Trends