Gay Consumer TV Preferences Cover A Wide Variety Of Programming & Influence.

The Gay/Lesbian Consumer Online Census (G/L Census), an annual survey of the demographics, lifestyles and media patterns of approximately 8,000 gay and lesbian consumers, 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.

“Gay themes influence pop culture, and there is no greater manifestation of this than in today’s television programming. It is an incorrect generalization, however, to assume that gay consumers are only interested in gay-themed television. The G/L Census finds that indeed 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.”

With approximately 8,000 respondents, the 2003-2004 Gay/Lesbian Consumer Online Census is the largest and most comprehensive gay/lesbian consumer and media study and the only one sponsored by a major university. The G/L Census is conducted by G/L Census Partners (OpusComm Group and Syracuse University), and is exclusively available through Scarborough Research.

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 in Order 7. Comedy Central
8. 20/20 8. Lifetime
9. Dateline 9. CNN
10. CSI 10. The History Channel

*Gay/Lesbian TV viewing habits listed below are from an online survey of approximately 8,000 gay/lesbian consumers. Survey field dates were 7/7/03 – 8/18/03. Respondents were recruited using a variety of awareness-raising methods both online and offline, utilizing gay and mainstream media. The 45-minute survey was conducted online for reasons of anonymity, sensitivity, ease of use, and to create in-depth profiles. It was conducted by professional researchers adhering to industry-accepted privacy guidelines.

**Bravo’s “Queer Eye for the Straight Guy” was not on the air at the time the survey instrument was created. However, the show did begin to air at the time of fieldwork and several respondents opted to write it in as a program they watched.

To view chart CLICK above on ‘More Images’.

For more information at http://www.scarborough.com