Current currency measurement is unable to parse ethnic audiences deeper than just the basic age gender breaks. It took the granularity of set top box data to go a little further matching homes so that upscale, educated Hispanics, African Americans and Asians, for example, could be discerned. But there is one research company that has been mapping the cultural impact of content and the value of audience identity for years -- Horowitz Research, which recently held its 15th annual cultural insights forum in NYC.
How to Be Relevant in a Multicultural TV World
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