Television Attitudes and TV Types of African-Americans, Latinos, and Caucasians

Terri C. Albert and Randy D. Jacobs
University of Hartford

The growing diversity of America has important implications for how mass media are consumed and used by marketers to promote their products. Census data show that in 1980 minority groups represented roughly 20 percent of the U.S. population (Gibson and Jung, 2002). Today, they account for over 33 percent and should constitute half our population by 2050 (U.S. Census Bureau, 2004, 2005). Ethnic minorities' significance as media audiences and consumer markets is underscored by their economic stature. Latino and African-American buying power are both nearly $800 billion and are growing faster than Caucasian households (University of Georgia, 2006). Yet, despite their size and economic clout, only 4 to 8 percent of advertising activity is targeted toward these groups (American Advertising Federation, 2003).