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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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Content © 2005 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.