Ethnic Viewing & Membership

Since an integral part of public television's mission is to serve the entire American public, it is vital that there be some monitoring of how minority audiences use public television.  This has become even more important, in light of the 2000 census' illustration of the explosive growth of the Hispanic community (up 58%) and the increasing numbers of other minority groups. Since the early 1990's, the ethnic viewing studies have provided snapshots of how the three minority communities which Nielsen measures - African Americans, Hispanics and Asian Americans - are using public television.

Much of the research listed below is password protected, if you are unable to access the content, please contact Kristen Kuebler or Craig Reed at TRAC Media Services or call 520.299.1866.

A Model for Ethnic Giving to Public Television
This paper provides insight into a general model of philanthropy and how ethnicity fits within that model (2003).

Ethnic Viewing
CPB has funded Ethnic Viewing Studies periodically since the early 90s, in order to provide a measure for CPB to assess how well PTV is serving minority communities. This Power Point presentation examines the findings from Feb. 2001 ethnic data (2002).
 
Ethnic Viewing May 2002
CPB has funded Ethnic Viewing Studies periodically since the early 90s, in order to provide a measure for CPB to assess how well PTV is serving minority communities. This Power Point presentation examines the findings from Feb. 2001 & May 2002 ethnic data (2002).

Ethnic Philanthropy
The Giving Framework for Hispanic, Asian Americans and African Americans (2002).

Ethnic Giving & Pledge
The Hispanic, African American and Asian American PTV Audience (2002).

Philanthropic Maturation & Life Cycle
A discussion of philanthropic maturation and life cycle (2001).

Membership Model
What is the path to lifetime membership? (2001)

The Problem of Reliable vs Valid Data
TRAC has studied ethinc/minority data for many years. Although the viewing data is not as accurate
or predictable as charts of stars in the night sky or tide timetables, the consistency of the pattern
suggests that we can draw some broad conclusions about how minorities view public TV (1992).

Ethnic Research
Market Similarity Research
Member Research
Pledge Research
Programming Concepts
Programming Research