Entertainment Ads Boom In Gay Media
According to a recent Harris Interactive study ordered by Viacom's gay network LOGO, its viewers are avid consumers of entertainment--and not just social dramas, art/foreign films and documentaries. Indeed, gay men also watch horror, thriller and sci-fi movies more than most.
The study also found that LOGO's audience is twice as likely to attend a film's opening weekend as everyone else. In short, entertainment advertising meant big business for gay media in 2006. Among the top spenders were HBO, Showtime, Sony Pictures Entertainment and Warner Bros. Pictures. Together with others, they helped push advertising revenue for the year up 46% at LPI's online properties, including PlanetOut.com--double it at Interactive Media, which manages GayWired and LesbianNation.
Indeed, for the latter, the category has become its second-largest, after travel. "The biggest increase and interest is from network and cable advertisers," says Matt Skallerud, president of h.i.m. corp. LOGO, now more than 1 year old, doesn't have year-to-year figures yet, but entertainment advertising also represents its second largest category after automotive. The net will reach 25.6 million households this quarter, and already carries over 80 advertisers, including every major Hollywood studio.