Do People Value Racial Diversity? Evidence from Nielsen Ratings
AbstractNielsen ratings for ABC's Monday Night Football are significantly higher when the game involves a black quarterback. In this paper, we consider competing explanations for this effect. First, quarterback race might proxy for other player or team attributes. Second, black viewership patterns might be sensitive to quarterback race. Third, viewers of all races might be exhibiting a taste for diversity. We use both ratings data and evidence on racial attitudes from the General Social Survey to test these hypotheses empirically. The evidence strongly supports the taste-for-diversity hypothesis, while suggesting some role for black own-race preferences as well.
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Bibliographic InfoArticle provided by De Gruyter in its journal The B.E. Journal of Economic Analysis & Policy.
Volume (Year): 5 (2005)
Issue (Month): 1 (February)
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Web page: http://www.degruyter.com
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- Myers Caitlin Knowles, 2008.
"Discrimination as a Competitive Device: The Case of Local Television News,"
The B.E. Journal of Economic Analysis & Policy,
De Gruyter, vol. 8(1), pages 1-28, August.
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- Caitlin Knowles Myers, 2005. "Discrimination as a Competitive Device: The Case of Local Television News," Middlebury College Working Paper Series 0526, Middlebury College, Department of Economics.
- Lee, Jungmin, 2006.
"American Idol: Evidence of Same-Race Preferences?,"
IZA Discussion Papers
1974, Institute for the Study of Labor (IZA).
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