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TV Basics
Ethnic Buying Power
Top States for African-American Buying Power: The ten largest African-
American states account for 61% of the African-American buying power.
Rank State
Totals in
Billions of Dollars
1 New York 86
2 Texas 72
3 California 62
4 Georgia 61
5 Florida 61
6 Maryland 52
7 Illinois 45
8 North Carolina 41
9 Virginia 38
10 New Jersey 35
Top States for Hispanic Buying Power: The ten states with the
largest Hispanic markets account for 80% of the Hispanic buying power.
Rank State
Totals in
Billions of Dollars
1 California 253
2 Texas 175
3 Florida 101
4 New York 76
5 Illinois 43
6 New Jersey 37
7 Arizona 31
8 Colorado 21
9 New Mexico 18
10 Georgia 15
Top States for Asian Buying Power: The ten states with the largest
Asian markets account for 75% of the Asian buying power.
Rank State
Totals in
Billions of Dollars
1 California 163
2 New York 51
3 Texas 34
4 New Jersey 32
5 Illinois 23
6 Hawaii 22
7 Washington 17
8 Florida 15
9 Virginia 15
10 Massachusetts 13
Source: University of Georgia Selig Center for Economic Growth, “The Multicultural Economy 2009,”
Third Quarter 2009
32
Local News Delivers Quality Viewers
In every local broadcast market, there are opportunities to reach
targeted consumers via programs that cater to local market nuances.
Here are some examples of the different types of goods and services
that over-index among news viewers in five DMAs.
Index of
News Viewers
against
Total Market
Category (Adults 18+)
Albuquerque, NM (Morning Local News)
Plan to buy a Smartphone in the next 12 months 162
Plan to purchase a pool/hot tub/home spa in the next 12 months 150
Went to a live show at a casino in the past year 142
Planning to buy a home security system in the next 12 months 141
Made an addition to home in the past year 131
Las Vegas, NV (Late Local News)
Business decision maker for overnight delivery services 204
Plan to buy a pool/hot tub/home spa in the next 12 months 195
Plan to purchase a computer in the next 12 months 157
Plan to purchase a digital computer in the next 12 months 136
Plan to purchase a smoking cessation product in the next 12 months 133
Rochester, NY (Morning Local News)
Consulted with a plastic/cosmetic surgeon in the past 12 months 170
Purchased arthritis medication in the past 12 months 134
Used services of an attorney in the past 12 months 124
Purchased medication for high blood pressure in the past 12 months 117
Purchased medication for a digestive disorder in the past 12 months 117
San Francisco, CA (Late Local News)
Plan to purchase an eReader device in the next 12 months 200
Purchased medication for migraines in the past year 150
Plan to purchase an energy saving appliance in the next 12 months 139
Plan to purchase a major appliance in the next 12 months 127
Took medication for weight loss in the past year 124
Example: In Albuquerque, viewers of morning local broadcast news are 62% more likely than all
Albuquerque adults to be planning to buy a Smartphone in the next 12 months.
Note: All M-F local broadcast affiliates and independent news programs are included in the news
viewer definitions.
Source: Scarborough Research, 2009 Release 1
(Apr 2009 - Mar 2010 Alb & LV; Feb 2009-Jan 2010 Rochester & SF)