NEW YORK: The growing importance of ethnic television households in the United States has been brought into the sharpest focus yet by the latest National Universe Estimates from The Nielsen Company.

It reveals that Latino TV homes were the fastest growing national segment, increasing by 4.4% during the past year to 12.1 million.

They were closely followed by Asian homes with a 3.9% rise to 4.5m, while the number of African-American TV households climbed to 13.6m, an increase of 1.5%.

Nielsen announced last week it was scrapping the 15-year separate Hispanic ratings service, that viewing segment now being included in its general people meter survey.

Nielsen says Los Angeles is the biggest Hispanic market, followed by New York and Miami-Fort Lauderdale. LA also leads in the Asian TV households league, with New York second and San Francisco-Oakland-San Jose in third place.

New York has most African-American TV households, with Atlanta in second place and Chicago at number three.

Data sourced from Adweek (USA); additional content by WARC staff