Nielsen Media Research Reports Universe Estimates for the 2005-2006 Television Season

Nielsen Media Research Reports Universe Estimates for the 2005-2006 Television Season

Hispanic, African American and Asian American Demographics Increase

Many Southern and Western TV Markets See Population Increases

NEW YORK, Aug. 25 /PRNewswire/ -- The total number of television households within the U.S. (including Alaska and Hawaii) is now estimated at 110,200,000, according to Nielsen Media Research. These estimates, which are projected to January 1, 2006, will be used for the entire 2005-2006 television season. Nielsen also reported today that the number of ethnic television homes in the U.S. has increased significantly since last year, and because of more people migrating to the South and Western regions of the U.S., Nielsen is reporting many shifts in its local market rankings.

NATIONAL CHANGES:

Nielsen Media Research's national Universe Estimates reflect the continued growth of the U.S. ethnic populations. The Hispanic and Asian populations continue to be the fastest growing in the United States. While the total number of television homes increased by half a percent, the number of Hispanic television homes in the U.S. increased by 2.9%; the number of Asian television homes increased by 3.2%; and African American television homes increased by 0.8% (see Table 1).

Table 1
Number of Ethnic Television Homes in the U.S.

2004-2005 2005-2006
# of Homes # of Homes % Change
Total TV HHs 109,600,000 110,200,000 0.5%
African American TV HHs 13,170,000 13,280,000 0.8%
Hispanic TV HHs 10,910,000 11,230,000 2.9%
Asian TV HHs 4,090,000 4,220,000 3.2%

% of 2004-05 % of 2005-06
TV Homes TV Homes
African American TV HHs 12.0% 12.1%
Hispanic TV HHs 10.0% 10.2%
Asian TV HHs 3.7% 3.8%

Nielsen's new national Universe Estimates also reflect the aging of the baby boom generation. The U.S. Census Bureau defines the baby boomers as persons born in the post-World War II period from 1946 to 1964 when the U.S. birth rates were at record high levels. In 2006, the oldest boomers will reach age 60, while the youngest will reach age 42. While the percent of total persons in U.S. TV Homes increased by approximately 1%, there were larger percent increases in the number of persons over age 55 (see Table 2).

Table 2
Demographics Within the U.S. Television Homes

Demographic 2003-04 2004-05 2005-06
Households 108,400,000 109,600,000 110,200,000
Persons 2+ 275,580,000 277,930,000 280,500,000
Women 18+ 109,860,000 111,070,000 111,990,000
Men 18+ 101,540,000 102,660,000 103,840,000
Women 55+ 35,180,000 35,340,000 36,210,000
Men 55+ 28,290,000 28,850,000 29,720,000
Teens 12-17 24,700,000 24,560,000 24,710,000
Children 2-11 39,480,000 39,640,000 39,960,000

LOCAL MARKET SHIFTS:

Many of the local television markets increasing in Nielsen's Designated Market Area (DMA) rank are in the southern and western regions of the United States. This movement is attributed to many people recently migrating south and west, and is consistent with the population growth estimates recently released by the U.S. Census Bureau. According to the most recent U.S. Census Bureau estimates, 60 of the 100 fastest growing counties were in the southern portion of the U.S. and 23 were in the west.

The following is a list of the more notable changes at the top of Nielsen's DMA ranking:

-- Houston moves into the top 10 TV Markets
-- Tampa-St. Petersburg moves up to #12
-- Phoenix moves up to #14
-- Portland, Oregon moves up to #23
-- Charlotte moves up to #27
-- Columbus, Ohio moves up two spots to #32
-- West Palm Beach-Ft. Pierce moves up to #38
-- Harrisburg-Lancaster-Lebanon-York moves up to #41
-- Albuquerque-Santa Fe moves up to #46
-- Greensboro-High Point-Winston Salem moves up to #47
-- Las Vegas moves up three spots to #48

For a full listing of the 2005-2006 local television markets, referred to in the media industry as Designated Market Areas (DMAs), please click here http://www.nielsenmedia.com/forclients/05-06_DMAs.xls.

Nielsen Media Research annually reports television household estimates each September based on information from a variety of sources, including Claritas, the United States Census Bureau, and Nielsen Media Research's own television samples.

About Nielsen Media Research

Nielsen Media Research is the world's leading provider of television audience measurement and advertising information services. In the United States, Nielsen's National People Meter service provides audience estimates for all national program sources, including broadcast networks, cable networks, Spanish language networks, and national syndicators. Local ratings estimates are produced for television stations, regional cable networks, MSOs, cable interconnects, and Spanish language stations in each of the 210 television markets in the U.S., including electronic metered service in 56 markets.

Nielsen Media Research is part of VNU Media Measurement & Information, a global leader in information services for the media and entertainment industries. The group serves the information and marketing needs of television and radio broadcasters, advertisers, agencies, media planners, music companies, publishers, motion-picture studios, distributors and exhibitors, and the Internet industry. VNU is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media measurement and information (Nielsen Media Research) and business information (Billboard, The Hollywood Reporter, Computing, Intermediair). VNU is active in more than 100 countries, with headquarters in Haarlem, the Netherlands and New York, USA. The company employs 38,000 people. Total revenues amounted to EUR 3.8 billion in 2004. VNU is listed on the Euronext Amsterdam stock exchange. For more information, please visit the VNU website at http://www.vnu.com/.

Source: Nielsen Media Research

CONTACT: Kerry Kielar, Nielsen Media Research, +1-646-654-8357

Web site: http://www.vnu.com/

Web site: http://www.nielsenmedia.com/

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