The number of Hispanic/Latino households in the U.S. for the 2011-2012 TV season will grow by 4.6 percent (over 600,000) compared to last year according to Nielsen. While Asian TV household use will show the greatest increase compared to last year, this demographic is expected to show a 9.6 percent increase (over 400,000.
The TV Universe Estimate for the 2011-2012 season marks the first integration of the 2010 Census counts and adjusted TV penetrations, introducing a number of shifts nationally and within local markets.
“The rapid growth of the Hispanic market has generated a number of headlines since the Census numbers were revealed, but the increase of Asian households should not be overlooked,” said Pat McDonough, Senior Vice President, Insights and Analysis, Nielsen. “The rate of change in Asian TV households outpaces that of Hispanic homes.”
Los Angeles remains the top market for both Hispanic and Asian TV households, while New York holds onto the top spot for African-American TV homes.
“We’re also seeing increased geographic diversity of Hispanic and Latino consumers. While Los Angeles, Miami-Ft. Lauderdale and Houston remain in the top five for Hispanic TV homes, we’re seeing growth in markets that defy conventional wisdom. Hartford & New Haven, Conn., Washington, D.C., Milwaukee, Raleigh and Minneapolis are all in the top 50 and saw a bump up in their rankings in the past year,” McDonough added.
Nielsen’s total household and population estimates are based on the most recent data from the U.S. Census Bureau as well as auxiliary sources such as state governments and the U.S. postal service. These estimates are projected to January 1, 2012.