ABSTRACT
Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities. The validity of ethnic-audience ratings measurement in the past has been questionable, predicating diminished multicultural-audience valuation. One result has been less spending in the ethnic broadcast-media landscape, which is hampered by media fragmentation. Using an analysis of Horowitz Research data, a nationally representative dataset that measures multicultural cable viewership, the authors examined the relationship between television viewership and multiculturalism, mediated by programmatic and media-fragmentation influences and covaried by demographics influences.
- Received March 30, 2015.
- Received (in revised form) March 31, 2017.
- Accepted June 30, 2017.
- Copyright© 2018 ARF. All rights reserved.
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Vol 64 Issue 3
