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The African-American Cable Viewer: A Different Kind of Viewer

African-American cable viewers are Trendsetters. Their demographic profiles and spending patterns outpace those of African-American viewers of broadcast. Marketers looking for upscale African-American consumers will find them in the cable universe.

NETWORK BY NETWORK COMPARISON OF THE CABLE VS. BROADCAST VIEWERS:
	Cable HH	Non-Cable	BET Average HH	UPN Average (Prime)	WB Average (Prime)	ABC Average (Prime)	CBS Average (Prime)	FOX Average (Prime)	NBC Average (Prime)
More likely to learn more...
Graduated college plus	112	76	108	76	84	91	97	78	100
More likely to earn more...
prof/mgr/executive/admin	110	80	107	91	67	77	87	100	80
HHI $30K+	113	73	116	94	93	103	107	92	107
HHI $50K+	117	65	123	75	87	95	111	94	106
HHI $75K+	117	64	119	69	87	76	98	85	104
More likely to spend more...
Home value: $150K+	123	52	114	77	74	89	100	60	107
Home value: $150-499K	124	51	113	81	78	93	104	64	113
Spent $30K+ on any vehicle	124	49	112	92	103	81	98	64	80
Spent $1,500+ on home PC	113	72	118	90	94	79	98	93	105
Spent $10K+ on most recent purchase/lease	116	65	119	107	90	98	116	86	103
Spent $10K+ on any vehicle	116	67	119	102	92	96	113	89	103
Household owns a camcorder	113	72	112	104	96	104	100	91	103

Source: 2003 Doublebase Mediamark Research Inc. weighted Pop. (000), AA Adults 18+

This difference is clear even when comparing African-American cable viewer to viewers of shows on broadcast that "target" African Americans.

AFRICAN-AMERICAN CABLE VIEWERS – MORE LIKELY TO BE UPSCALE:
	Cable HH	Non-Cable HH	BET	My Wife & Kids (ABC)	Girlfriends (UPN)	The Parkers (UPN)
Graduated college plus	112	76	108	74	96	97
prof/mgr/executive/admin	110	80	107	91	67	77
HHI $50K+	117	65	123	95	90	76
HHI $60K+	118	62	125	87	96	74
Home Owner	110	78	108	108	96	78
Home value: $150K+	123	52	114	72	105	64
Spent $1,000K+ on home PC	112	75	125	91	103	81
Spent $30K+ on any vehicle	124	49	112	83	118	83
Multiple (4) Credit Cards	115	69	118	43	80	76

Source: 2003 Doublebase Mediamark Research Inc. weighted Pop. (000), AA Adults 18+

For more information on the African American cable viewer, contact the CAB Research Department and request information from the new "How People Use TV" proprietary research study done by Knowledge Networks/SRI.

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