An examination of television consumption by racial and ethnic audiences in the U.S.: Implications for multicultural media planning and media measurement

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.
James and Lyndsey-Warren


  • Program genres and media fragmentation (through the use of technology) partially mediate the relationship of television viewership and multicultural consumers.
  • Specific program genres predict higher levels of media fragmentation, as demonstrated by the authors’ “multistep mediation” model, which takes into account viewers’ uses and gratifications (e.g. musi

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands