Do People Value Racial Diversity? Evidence from Nielsen Ratings
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Nielsen 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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Professor of Economics
Professor Arcidiacono specializes in research involving applied microeconomics, applied economics, and labor economics. His research primarily focuses on education and discrimination. His work focuses specifically on the exploration of a variety of subjects, such as structural estimation, affirmative action, minimum wages, teen sex, discrimination, higher education, and dynamic discrete choice models, among others. He recently received funding from a National Science Foundation Grant for his pro