Ü
A national survey of
more than 19,000 adults
by Mendelsohn revealed some dramatic differences in how consumers
perceive media, based on their ethnic background. Certain brands did
well across the board: the Discovery Channel and People took the top spot among
every group--except African-Americans. The WeatherChannel.com swept the
top ranking in Web site category. Among the findings: Mendelsohn found
that BET is the highest-rated cable network among African-Americans,
while four of the top five magazines are Ebony, Jet, Essence and O. African-Americans also
placed the Lifetime Channel and Lifetime Movie Network in their top 10
cable channels--the only group to do so. However, African-Americans
gave high rankings to news channels like FoxNews, CNN and the Weather
Channel, and gave the No. 2 cable spot to the Discovery Channel,
paralleling other groups to some degree. Asian-Americans also favor general news and
entertainment cable channels, including CNN, Fox News, ESPN, ESPN 2 and
the ubiquitous Discovery Channel. But there were some differences in
cable viewing: the Food Network and Disney Channel both made the
Asian-American top 10--as opposed to other groups. Among print
properties, Asian-Americans gave general news titles like