The Nielsen Co. today announced that the total number of television households within the U.S. (including Alaska and Hawaii) for the 2008-09 season will be 114.5 million, an increase of 1.5% from last year. Nielsen also estimates that the number of persons age 2-plus in U.S. TV households will increase by 1.3% to a total of nearly 290 million.

The National Universe Estimates show a continued increase of Hispanic and Asian TV households in comparison to total TV households. Proportional growth of

Asian (4.4%) Hispanic (4.3%) TV households were nearly three times greater than the growth for the total TV household estimate (1.5%). Black or African American TV households increased 2.2% over last year.

Baby Boomers continue to drive the growth of persons 55-plus and the universe estimates continue to reflect this change in the United States age structure. Persons 55-plus demos are increasing at a rate (2.7%) double that of the total persons 2-plus demo (1.3%).

The 2008-2009 local television household universe estimates and market ranks reflect a continued trend of growth in the Southern and Western U.S. Of the 58 markets which moved up in rank, well over half are in the expanding Southeast or Mountain regions.

For the first time in more than 10 years, there were no rank changes in the top 20 markets, though movement in the lower ranks was still evident.

Notable increases include:

• Austin enters the Top 50 markets, moving from 51 to 49
  
• Indianapolis enters the Top 25 markets, increasing from 26 to 25
  
• Las Vegas continues steady growth moving from 43 to 42
  
• Palm Springs moves up 2 ranks from 144 to 142
  
• Numerous multi-rank increases were contained in the Mountain-region, including Salt Lake City (+2), Reno(+2), Grand Junction-Montrose (+3), Butte-Bozeman (+4) and Spokane (+2).

The full list of Designated Market Area (DMA) rankings and universe estimates is available through this link: http://www.nielsen.com/pdf/2008_09_DMA_Ranks.pdf

With the digital television transition deadline on Feb. 17, 2009, Nielsen said it will closely monitor changes to its local samples and will be prepared to evaluate potential adjustments to both the 2008-09 national and local universe estimates.

National estimates are effective for the 2008-09 TV season as of Sept. 1. DMA rankings are effective Sept. 27.