Understanding the Invisibility of the Asian-American Television Audience Why Marketers Often Overlook an Audience of "Model" Consumers

Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States. Given this demographic group's greater purchasing power and comparable growth rate, online survey and in-depth executive interviews reveal how U.S. Asians' income, language, and other audience traits are valued by U.S. television advertisers and compares these perceptions to those for Hispanics. Recommendations are offered to overcome reported advertiser misperceptions and agency obstacles and to help encourage investment in this growing and affluent demographic segment.