Nielsen Reports Growth of 4.4% in Hispanic and 3.9% in Asian U.S. Households for 2007-2008 Television Season

Nielsen Reports Growth of 4.4% in Hispanic and 3.9% in Asian U.S. Households for 2007-2008 Television Season

Numerous Local Markets Continue to Show Rapid Growth of Ethnic Populations

NEW YORK, Aug. 30 /PRNewswire/ -- Hispanics and Asians remain the fastest- growing national segments of the population, with television households increasing by 4.4 percent among Hispanics and 3.9 percent among Asians over last year, according to The Nielsen Company. In local markets, Nielsen estimates that Los Angeles continues to remain the number one Hispanic market, followed by New York, Miami, Houston and Chicago. Los Angeles also has the country's largest Asian community, followed by New York, San Francisco, Honolulu and Chicago. New York is the largest African-American TV market, followed by Atlanta, Chicago, Washington, D.C. and Philadelphia.

NATIONAL CHANGES

Nielsen's National Universe Estimates (the estimates of U.S. television households) also show that the number of Black or African-American television households grew faster than the national U.S. average, 1.5% versus 1.3%, respectively (see Table 1).

Table 1
Total U.S. Television Households by Race and Hispanic: 2007 and 2008

2007 UE 2008 UE Relative Change
TV HHs (000) (000) 2007 to 2008

Total 111,400 112,800 1.3%
Hispanic 11,630 12,140 4.4%
Asian 4,370 4,540 3.9%
Black or African-American 13,450 13,650 1.5%

For more detailed information on these National Universe Estimates, which became effective on August 27, 2007, visit: http://www.nielsenmedia.com/nc/nmr_static/docs/2008_FINAL_National_UEs_Mkt_Brk s%20_Pers.xls

LOCAL MARKET CHANGES

Nielsen's universe estimates for Hispanic, African-American and Asian- American TV households in its 210 local television markets, also called Designated Market Areas (DMAs), reflect the rapid growth of ethnic populations. These estimates will be used for commercial advertising purposes for the 2007-2008 television season.

Within the Black or African-American household estimates, there was a change within the top three DMAs. Atlanta moved up from third to second in rank, due to a 6.3% increase in its Black or African-American TV household population. New Orleans climbed two ranks to 23 indicating the strong recovery of Black or African-American populations in the market. Other notable increases include Minneapolis-St. Paul moving up two ranks into the Top 50, and Syracuse moving up one rank to the top 100.

Within the Hispanic household estimates, there was a change in the top ten DMAs with Phoenix moving up to rank eight. Changes in the Hispanic market ranks reflect the emergence of new Hispanic gateway areas over previous historic immigration destinations. Charlotte moved up three ranks to 40, further indicating recent trends in Hispanic immigration.

Within the Asian household estimates, there was also a change in the top ten DMAs with Houston moving up to rank nine. Las Vegas moved up one rank to 16, while New Orleans increased four ranks to 47, further indicating population recovery in the market.

For more detailed information on the Universe Estimates in local television markets, which become effective on September 22, 2007, please see:

African American: http://www.nielsenmedia.com/nc/nmr_static/docs/20072008_DMA_Ranks_African_Amer ican.xls

Hispanic: http://www.nielsenmedia.com/nc/nmr_static/docs/2007-2008_DMA Ranks_Hispanic.xls

Asian-American: http://www.nielsenmedia.com/nc/nmr_static/docs/2007-2008_DMA_Ranks_Asian.xls

The following three tables identify the top ten DMAs among African American, Hispanic, and Asian American TV households.

Top Ten Markets Ranked by African-American Homes

Designated 2007 African-American 2008 African-American
Rank Market Area TV Homes TV Homes

1 New York 1,259,540 1,257,450
2 Atlanta 597,070 634,820
3 Chicago 598,370 599,620
4 Washington, DC
(Hagrstwn) 546,800 557,930
5 Philadelphia 524,770 527,930
6 Los Angeles 487,000 487,590
7 Detroit 392,620 391,600
8 Houston 337,550 350,360
9 Dallas-Ft. Worth 331,330 341,800
10 Miami-Ft. Lauderdale 295,100 297,580

Top Ten Markets Ranked by Hispanic Homes

Designated 2007 Hispanic 2008 Hispanic
Rank Market Area TV Homes TV Homes

1 Los Angeles 1,775,100 1,817,270
2 New York 1,190,410 1,207,480
3 Miami-Ft. Lauderdale 625,280 635,610
4 Houston 492,360 524,810
5 Chicago 454,050 468,440
6 Dallas-Ft. Worth 431,560 458,410
7 San Antonio 356,930 367,650
8 Phoenix 332,510 358,440
9 San Francisco-Oak-San Jose 340,200 352,900
10 Harlingen-Wslco-Brnsvl-McA 268,650 279,880

Top Ten Markets Ranked by Asian American Homes

Designated 2007 Asian-American 2008 Asian-American
Rank Market Area TV Homes TV Homes

1 Los Angeles 669,390 689,240
2 New York 564,370 581,780
3 San Francisco-Oak-San Jose 482,320 500,120
4 Honolulu 220,330 221,550
5 Chicago 166,080 171,060
6 Washington, DC (Hagrstwn) 152,880 159,200
7 Seattle-Tacoma 131,230 139,190
8 Sacramnto-Stkton-Modesto 122,350 129,020
9 Houston 103,790 109,290
10 Philadelphia 105,130 109,080

Nielsen annually reports television household estimates each September based on information from a variety of sources, including Claritas (a leading provider of demographic data), the United States Census Bureau, and Nielsen's own television samples.

About The Nielsen Company

The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.

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Source: The Nielsen Company

CONTACT: Gary Holmes, +1-646-654-8975, or Jamillah Wright,
+1-646-654-8357, both of The Nielsen Company

Web site:

http://www.nielsen.com/

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