media buying & selling

NYCU: Less Advertising – More Promos

  • Posted: May 21, 2020

Editor’s Note: The pandemic and its impact on the economy has turned the TV industry upside down and created a unique situation: more TV viewing concomitant with less demand for advertising.  

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Target Multicultural TV Viewers by Program Genres

Target Multicultural TV Viewers by Program Genres

  • J. P. James (Salem State University) and Tyrha Lindsey-Warren (Baylor University)
  • JOURNAL OF ADVERTISING RESEARCH

Myths abound about planning and buying TV to reach multicultural audiences. The study seeks to dispel them, as it calls for targeting these increasingly valuable audiences by program genres instead of by the networks associated with ethnic groups and insists that the industry needs a new measurement standard in this area.

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Do Multicultural Audiences Watch TV Differently than Whites Do?

Do Multicultural Audiences Watch TV Differently than Whites Do?

  • J. P. James (Salem State University); Tyrha M. Lindsey-Warren (Baylor University)
  • JOURNAL OF ADVERTISING RESEARCH

For decades, researchers and media planners have argued whether television-audience measurement has kept pace with the nation’s increasing diversity. Citing differences in triggers between Asians, Blacks, Hispanics, and Whites that lead to greater or less TV consumption, this study calls for a measurement standard that incorporates the multiculturalism of the audience, programming genre, technology use, and demographics.

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