Study: Gays, Lesbians Savvy Media Consumers
According to the NAD/Asterix survey, 68% of LGBT individuals have annual incomes over $35,000. It should be noted, however, that the survey sample skewed slightly older, with just 12% of respondents ages 18-24 and 36% ages 25-39. This, in turn, may have skewed the average income of respondents upwards.
Some 70% of LGBT individuals prefer TV shows with gay themes or characters, accounting for the popularity of programs like "The L Word," listed by 15% of respondents as their favorite. The list of favorite TV channels includes just one overtly gay brand: ABC led the way with 20%, followed by Discovery (18%), NBC (17%), Logo (16%), and Bravo (15%). "The L Word" was matched in popularity by "CSI" (15%) and "Grey's Anatomy" (14%).
In print, favorite magazines included the Advocate (23%) and Out(13%), as well as mainstream publications like People (13%). The New York Times won hands-down as favorite newspaper, chosen by 25% of respondents.
The NAD/Asterix survey also measured responses to various types of advertising that are often used to reach LGBT individuals, including the inevitable "beefcake" (and "cheesecake") approach; ads picturing gay men or lesbians in cozy domestic situations or kissing; hanging out with friends; and celebrity endorsements. While "beefcake" and "kiss" ads resonated more with gay men, "celebrity" and "friends" images resonated more with lesbians. Younger lesbians, however, showed a greater preference for "kiss" ads than did older ones.