Gay Consumer TV Preferences Influence Pop Culture
Scarborough Research recently released The Gay/Lesbian Consumer Online Census (G/L Census), an annual survey of the demographics, lifestyles and media patterns of gay and lesbian consumers, that finds that when it comes to television viewing preferences, this brand loyal consumer group tends to tune into programs with gay themes. They also rank news magazines and mainstream sitcoms and dramas among their top viewing choices.
"It is an incorrect generalization, however, to assume that gay consumers are only interested in gay-themed television. The G/L Census finds that gay consumers tune in to a wide variety of programming, including news and mainstream comedies and dramas," said Jeff Garber, President, OpusComm Group, a G/L Census partner. "Hit shows such as 'Will and Grace' and 'Queer Eye for the Straight Guy' exemplify the commercial success gay culture brings to television and we can anticipate that these themes will continue to permeate broadcast and cable programming."
The Gay/Lesbian Consumer Online Census reported the following findings regarding the television viewing patterns and preferences of gay and lesbian consumers:
Television Viewing Habits
- 27% of the respondents spend 5-0 hours a week watching television
- 20% of the respondents spend 10-5 hours a week watching television
- 28% of the respondents spend at least 15 hours a week watching television
- 15% of the respondents spend at least 20 hours a week watching television
Television Connection
- 17% of the respondents have Expanded basic cable
- 27% of the respondents have Digital cable with premium channels
- 18% of the respondents have a Satellite system/dish network
| Top most regularly watched programs | Top most regularly watched cable/satellite networks |
| 1. Will & Grace | 1. HBO |
| 2. Queer as Folk | 2. Bravo |
| 3. Friends | 3. A&E |
| 4. Six Feet Under | 4. Discovery |
| 5. Trading Places | 5. The Learning Channel |
| 6. ER | 6. ShowTime |
| 7. Sex & the City/Law & Order | 7. Comedy Central |
| 8. 20/20 | 8. Lifetime |
| 9. Dateline | 9. CNN |
| 10. CSI | 10. The History Channel |
Source: Scarborough Research/ OpusComm Group Inc
Viewing habits are from an online survey conducted by professional researchers adhering to industry-accepted privacy guidelines.
You can find out more here.
JACK LOECHNER
Center for Media Research
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