Not only are advertisers excited about the fact that consumers are getting excited about television, but Franklin said they're realizing that multicultural shows can reach both a mainstream and a minority audience, the latter of which was never really targeted through advertising before.
It was reflected in this year's 2015-16 upfronts, where many shows featured diverse casts. Even Jimmy Kimmel joked about it at the ABC upfront, saying, "We have more shows featuring minority leads. … We are so diverse that when CBS drives by us, they lock their car doors."
And, U.S. minorities are a fast-growing group. Minority consumers make up more than 120 million Americans according to Nielsen, and the number increase by 2.3 million each year — currently about 38 percent of the country's population. African-Americans alone are expected to have a purchasing power of $1.1 trillion this year. Hispanic consumers are worth $1.5 trillion, according to the Selig Center for Economic Growth. When it comes to the LGBT community, Witeck Communications estimated they were worth $884 billion last year.
"Some advertisers are taking a total market strategy and leading with ethnic insights, doing more diligence at the front end of the audience and not just putting a bull's-eye on the target audience," Franklin said. "They're doing research into representation of multiculturalism that exists within that framework."
Burgess said that what it reflects is the changing face of America, and he hopes one day we'll see TV accurately reflect that.
"(TV) should just reflect more of who America is," he said. "It should reflect the darkest and the lightest sides. It should represent all genders and sexual orientations so much so that we no longer blink when we see content about a gay couple or a transgender couple."