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WHICH REVEALS A TALE OF TWO SYSTEMS; Study Shows Broadcasters Serving the Minority Community Earn Less Per Listener 
Stating that "Minority broadcasters should have a fair opportunity to compete for ad dollars," FCC Chairman William Kennard was presented with a study and conducted a forum on the impact of advertising practices on minority-owned and minority-formatted broadcast stations. Immediately following the release of the study, Chairman Kennard joined high-level representatives from the broadcasting, advertising and civil rights communities to discuss the study's findings and plan future actions. Listed below are the written remarks distributed by participants in that discussion.
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Appendices Appendix A Overview of Media Planning Appendix B Relevant Provisions from the Communications Act of 1934, as Amended; Non-Discrimination in Advertising Act of 1991 Appendix C List of Individuals Interviewed Appendix D Frequency Distribution Tables of Stations by Market Rank Appendix E Article by Minority Markets Alert Appendix F a Ratings Council Board Members and Accredited Services Appendix G 1996 Congressional Hearing on Audience Rating Research Appendix H Federal Trade Commission Guidelines on Audience Ratings Claims Appendix I Analysis of the Impact of Audience Measurement Tools Appendix J Survey Questionnaires Appendix K Glossary, BIA Explanation of Station Revenue Estimates, and BIA Program Format Categories Appendix L "Analysis of Hispanic and Urban Formatted Stations in the Top 50 Markets," BIA Research, Inc, 1998 Appendix M "Share-to-Revenue conversion Ratios" Duncan's American Radio, Inc, May 1997 Table 1: Washington, DC - Top Rated Stations6 Table 2: Comparison of Minority and Majority Broadcasters by Format79 Table 3: Comparison of Minority and Majority Broadcasters by Format (Markets 1 - 100) 82 Table 4: Comparison of Minority and Majority Broadcasters by Format (Markets 101-265) 83 Table 5: Comparison of Costs to Reach One Thousand Listeners: Black vs General Market Listeners 84 Chart A: Percentage of Stations with Minority or General Market Format by Owner Race/Ethnicity 23 Chart B: Median Family Income by Race/Ethnic Group - 1995 61 Chart C: Black and Hispanic Household Earnings Estimates - 1996 62 Chart D: Average Annual Black Household Expenditures 1995 63 Chart E: Percentage of US Population by Race/Ethnic Group 1995-2050 64 Chart F: EBI for Total Population and % Minority Population 65 Chart G: Minority-Formatted Stations by Ethnic/Racial Ownership 66 Chart H: Minority Listenership by Format 70 Chart I: Average Household Income by Format 70 Chart J: Power Ratio by Program Format & Owner Race/Ethnicity (1996)73 Chart K: Station Revenues by Program Format & Owner Race/Ethnicity (1996) 77 Chart L: % of Stations Owned by Market Rank 81 Chart M: National Station Ownership and Station Revenues 88 Chart N: Local Ownership and Station Revenues 88 |
| last reviewed/updated on 7/9/01 |
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