Gays/lesbians Are Receptive to Advertising

Marketing to Women: Addressing Women and Women's Sensibilities, December 2005 | Go to article overview
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Gays/lesbians Are Receptive to Advertising


Gay and lesbian consumers are more receptive than their heterosexual counterparts to TV and print advertising, finds a study by Harris Interactive and Witeck-Combs Communications. Fewer than half (46%) of gays and lesbians feel that print ads "clutter" up magazines, compared with 55% of heterosexuals. Nearly a third of gays and lesbians consider magazine ads to be informative.

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Fewer gays and lesbians than heterosexuals consider TV commercials disruptive, but online ads that pop up, waste space, or block content are equally annoying to both groups--88% of gays and lesbians and 86% of heterosexuals. As is true of Black and Hispanic consumers, gays and lesbians are more likely to buy products from brands whose marketing campaigns are targeted to them than from companies whose marketing doesn't target them. [GAYS/LESBIANS, ADVERTISING]

GAYS'/LESBIANS' ATTITUDES TOWARD PRINT ADVERTISING, COMPARED TO THOSE
OF HETEROSEXUALS
(In general, I find that magazine advertisements ...)

                            Gays/lesbians  Heterosexuals

Rarely show people like me            52%            45%

         Clutter magazines            46%            55%

  Make no difference to me            45%            46%

       Give me information            32%            28%
           I can use

                Are boring            27%            30%

          Are entertaining            23%            17%

      Motivate me to                  21%            16%
  consider buying products

              Are valuable            12%            10%

             Are offensive             7%             9%

 Often show people like me             1%             3%

SOURCES: Harris Interactive and Witeck-Combs Communications

Note: Table made from bar graph. 

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