{"id":3074,"date":"2023-06-29T11:02:33","date_gmt":"2023-06-29T11:02:33","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/diverse-viewers-watch-diverse-shows-but-representation-still-lags-study-finds\/"},"modified":"2023-06-29T11:02:34","modified_gmt":"2023-06-29T11:02:34","slug":"diverse-viewers-watch-diverse-shows-but-representation-still-lags-study-finds","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=3074","title":{"rendered":"Diverse viewers watch diverse shows\u2014but representation still lags, study finds"},"content":{"rendered":"<p><\/p>\n<div>\n<div class=\"style__ArticleBlock-sc-71527cc7-4 gKiJng\">\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">Diverse casts in TV shows on both linear and streaming are more likely to attract diverse viewers, but on-screen representation in popular programming is still lacking, according to data from Samba TV.<\/p>\n<\/div>\n<div class=\"style__ArticleBlock-sc-71527cc7-4 gKiJng\">\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\">The research, which analyzed TV viewership from the beginning of 2023 through May 1 and conducted a nationwide survey, found a positive correlation of 43% between diverse households tuning into programming and the diversity of a show\u2019s cast\u2014which may have implications for media companies and advertisers looking to court diverse customer bases.<\/p>\n<\/div>\n<div class=\"style__ArticleBlock-sc-71527cc7-4 gKiJng\">\n<ul>\n<li>Two-thirds of Black audiences said they were more likely to watch programming where they \u201csee themselves represented.\u201d<\/li>\n<li>Shows with a higher proportion of Black, Hispanic, Asian, and white leads were correlated with attracting more viewers of the same ethnicity.<\/li>\n<li>Among streaming shows with the highest percentage of non-white leads, nearly every one\u2014including shows like Netflix\u2019s <em>Beef<\/em> and FX\u2019s <em>Snowfall<\/em>\u2014over-indexed among households whose ethnicities were similar to the top-billed cast.<\/li>\n<\/ul>\n<\/div>\n<div class=\"style__ArticleBlock-sc-71527cc7-4 gKiJng\">\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><strong>But:<\/strong> Hispanic and Asian on-screen representation in popular shows is still lacking. Hispanic actors in particular only represented 10% of lead cast members of the 50 most-watched shows on TV, despite making up nearly one-fifth of the US population, Samba TV found. That underrepresentation was consistent across both streaming and linear TV programming.<\/p>\n<\/div>\n<div class=\"style__ArticleBlock-sc-71527cc7-4 gKiJng\">\n<ul>\n<li>Less than half of the 50 most-viewed shows had Hispanic or Asian leads, and none of the top 50 shows on television featured a majority Hispanic cast, Samba TV found.<\/li>\n<li>Forty eight of the top 50 programs on TV featured a white lead, two-thirds included a Black lead, and just over half featured mixed-race leads.<\/li>\n<li>Among the top 50 programs, Black lead-actor representation was higher on linear TV than on streaming, while the reverse was true for Asian lead-actor representation.<\/li>\n<\/ul>\n<\/div>\n<div class=\"style__ArticleBlock-sc-71527cc7-4 gKiJng\">\n<p class=\"dist__StyledText-sc-5a46198a-12 ggMJgB\"><strong>The ad gap: <\/strong>Diverse audiences are also being underserved ads, Samba TV found.<\/p>\n<\/div>\n<div class=\"style__ArticleBlock-sc-71527cc7-4 gKiJng\">\n<ul>\n<li>Hispanic audiences were only served 15% of total ad impressions, despite making up 18% of the US population.<\/li>\n<li>Asian audiences, making up 6% of the US population, were similarly underserved at 4% of total ad impressions.<\/li>\n<li>White audiences, at 59% of the US population, were overserved with 64% of all ad impressions.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/06\/28\/diverse-viewers-watch-diverse-shows-but-representation-still-lags-study-finds?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Diverse casts in TV shows on both linear and streaming are more likely to attract diverse viewers, but on-screen representation in popular programming is still lacking, according to data from Samba TV. The research, which analyzed TV viewership from the beginning of 2023 through May 1 and conducted a nationwide survey, found a positive correlation [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3075,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-3074","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Diverse viewers watch diverse shows\u2014but representation still lags, study finds | Brandiary<\/title>\n<meta name=\"description\" content=\"Diverse casts in TV shows on both linear and streaming are more likely to attract diverse viewers, but on-screen representation in popular programming is\" \/>\n<meta name=\"robots\" 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