Black TV viewers

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Black viewers' program preferences continue to differ markedly from over-all U.S. household TV viewing, according to BBDO's annual "Report on Black Television Viewing." For the second time in five years, the top ten lists for black and total households, combining all age groups, share only one cross-over program: ABC's "Monday Night Football." From 1990 through 1994, there had been no cross-over on these lists. The study continued to find significant cross-over in preferences among teens ages 12 to 17. In this age group, 11 out of 20 programs appear on both top 20 lists.

BBDO said "New York Undercover" is now the No. 1 program in black households; "Living Single" dropped to second place. Fox continues to lead the networks in number of shows ranked among the top 20 in black households with eight; ABC placed second with five, NBC had four and CBS one. WB network placed two shows in the top 20.

BBDO said its findings are based on an analysis of Nielsen Media Research data for the first half of the 1995-96 television season.

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