• by Lynn Russo , December 29, 2005

Magazine ads and TV commercials have a higher propensity to motivate gays and lesbians to buy than heterosexuals, according to a survey conducted by Harris Interactive on behalf of marketing agency Witeck-Combs Communications, Inc.

Gays and lesbians are less likely to feel that ads "clutter magazines," "interrupt programs," or are "boring," and feel ads give them "information they can use." Both groups said that they find advertising entertaining, except for online popups, which both found annoying.

"Fewer gay people have children, so they're more apt to be consumers of information," says Bob Witeck, CEO of Witeck-Combs Communications. "And they have slightly higher earnings because it's more likely that both partners are working and are not saving for things such as sending kids to college. They look for leisure items and are more likely to purchase upgrades."

Conversely, gays and lesbians feel that advertising "rarely shows people like themselves," which is not surprising, since just one third of Fortune 100 companies currently target ads to the gay community, according to the Commercial Closet Association. Brands that do include American Airlines, Absolut, Washington Mutual, and Tylenol PM. Half of all gay and lesbian respondents say they prefer brands that target them over those that don't.