2.6 MILLION CONSUMERS – 13% OF TOTAL POPULATIONThe Southern California Asian American community is large with over 2.6 million persons, representing 13% of the total population and surpassing the African American population.
GROWING THE FASTEST!At 19.7%, the Asian American population growth rate in Southern California outpaced all other groups, including Hispanics, between 2000 to 2007.
AN EASY TO REACH MARKET17% of all Asian Americans are living in Southern California, making it the largest Asian market in the U.S.
TREMENDOUS BUYING POWERSouthern California Asian consumers boast over $80 billion in annual buying power.
HOUSEHOLD INCOME IS THE HIGHESTThe median household income of Asian Americans is 15% higher than that of the total Southern California households ($67,659 vs. $58,648). 45% of Asian households have incomes of $75,000 or more, and 32% earn $100,000 or more.
HIGHLY EDUCATED & PROFESSIONALAsian Americans over-index the total population with college degrees (48% - Index 174) and professional/managerial jobs (47% - Index 140).
CONSUMERS ARE IN PRIME SPENDING AGE GROUP Compared to the total Southern California population, Asian Americans are more likely to be found in the 25-54 age group – a consumer group that makes greater expenditures and larger investments.
NATIVE LANGUAGE SPOKEN AT HOMEOver three-quarters of Asian Americans living in Southern California communicate in their native language at home.
ASIAN AMERICANS ARE FOREIGN BORN & PREFER ASIAN-LANGUAGE TVOver two-thirds of Southern California Asians were born outside of the U.S. The continuous influx of immigration is one of the factors that drives the demand for Asian media. For most Asian Americans, Asian-language TV is the primary source for news and entertainment.
LA 18 KSCI -TV, an AsianMedia Group owned and operated TV station, has been broadcasting for 30+ years, and serves So. California’s culturally-diverse and multi-lingual communities.
RAPID GROWTH & DIGITAL MULTICASTAs the immigrant population grows in this region, so grows the demand for language-specific programming to provide news and entertainment. With its pan-Asian programming on main channel 18, LA 18 leads in audience viewership for the market. In 2008, LA 18 became the first U.S. station to multicast in various Asian languages on digital sub-channels. Its 24/7 sub-channels include Chinese, Korean, Vietnamese, Japanese, and Armenian.
REACH & CARRIAGELA 18 reaches 6.3 million TV households in the Los Angeles & San Diego DMA's, including over 2.8 million cable households and 1.9 million satellite households in the L.A. DMA as a must-carry local station (Nielsen Media ‘08 Universe Estimate). LA 18 is carried by more So. Calif. cable systems and DirecTV and DISH Network systems than any other independent commercial UHF station.
COVERAGEBroadcasting on channel 18 with an effective radiated power of over 3 million watts, LA 18 serves the nation’s second largest TV market and the largest Asian American market – the Los Angeles DMA. LA 18 also reaches San Diego over-the-air, the nation’s number 26 DMA, via channel 48. LA 18 provides a unique variety of news, sports, dramas, and entertainment programs, and airs in multiple, primarily Asian, languages.
RECOGNIZED On air since 1977, LA 18 was the first multi-language station in Los Angeles. In recognition of the valuable service this unique and important format provides, LA 18 has received numerous awards including the prestigious Emmy and commendations by several municipalities and non-profit agencies that serve the ethnic communities in Southern California.
Here's an example from our Chinese Viewership Survey...
Which Chinese language TV station do you watch most often?
Source: 2007 US Census, Annual Population Estimates, 6 County. 2007 American Community Survey, Asian AOIC, Alone, LA CSA. Selig Center, The Multicultural Economy 2008. DHS Immigration Statistics, 2000-2005. 2008 Asian American Market Report. 2005 CA Chinese Consumer Survey.