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Thursday, September 14, 2006

Nielsen releases data on Asian American viewership

AAJA Applauds Nielsen for Releasing Asian American TV Audience Demographics

SAN FRANCISCO (September 11, 2006) -- The Asian American Journalists Association applauds the decision by Nielsen Media Research to provide greater details on television viewers of Asian ethnicity in the United States.Nielsen tracks television-viewing habits of homes across the country. In their news release last month, the company acknowledged that although it had "previously released information on total Asian households, this is the first time that it has released information on national Asian demographics."

The demographics just released include gender, age and cities. Such information can be used by television sales executives and other professionals to target advertising to Asian American populations. In the long run, AAJA believes this can lead to greater presence of Asian American talent in television programs, advertisements or on-air news positions.According to the latest Nielsen audience report, Asians and Hispanic/Latinos are the fastest-growing national segments of the population, with television households for each increasing by 3.6 percent over the last year. The Asian American audience totaled 4,370,000.

"We are pleased to see that Nielsen is tracking and releasing information about Asian American viewers," said Stanton Tang, National Vice President for Broadcast at AAJA, which has been working with Nielsen Media Research over the last year to expand its reporting of Asian Americans and Pacific Islanders. "This new information provides economic clout to a segment of American society that is too often ignored by network news executives, entertainment executives and advertisers."

AAJA asks that Nielsen Media Research continue offering information about this vital audience, including greater information at the individual Designated Market Areas (DMA) level for use by local television stations.For more information and statistics on the Nielsen audience, see the report at:

About AAJAThe Asian American Journalists Association is a non-profit professional and educational organization with approximately 2,000 members today. Founded in 1981, AAJA has been at the forefront of change in the journalism industry.

AAJA's mission is to encourage Asian Americans and Pacific Islanders (AAPIs) to enter the ranks of journalism, to work for fair and accurate coverage of AAPIs, and to increase the number of AAPI journalists and news managers in the industry.

AAJA is an alliance partner in UNITY Journalists of Color, along with the Native American Journalists Association, National Association of Hispanic Journalists, and National Association of Black Journalists.

For more information, visit


AAJA Contact:
Janice Lee
AAJA Deputy Executive

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