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Rosie O'Donnell's Coming Out
Resonates Well in the USA

75% Say It Won't Affect How They Feel about Lesbian Star

2,017 Adults Surveyed by Witeck-Combs/Harris Interactive

Compiled by GayToday
Witeck-Combs/Harris Interactive

Rochester, New York --Three-quarters (75%) of all Americans - heterosexual, gay, lesbian, bisexual and transgendered - who are also aware of Rosie O'Donnell's disclosure that she is a lesbian, agree that it has no effect on their feelings towards her, according to a new national Witeck-Combs/Harris Interactive study.

Respondents were also asked whether O'Donnell's disclosure had an effect on their likelihood to purchase brands that she endorses. Eight out of ten (80%) of all Americans said it made no difference, with 2% reporting they were more likely and 18% saying they were less likely to purchase endorsed products. Almost 9 out of 10 gays and lesbians (88%) said it made no difference, while 9% said it would make them more likely to purchase.

Rosie O'Donnell: Coming out has not changed people's opinon of her, survey shows

Among Rosie's most popular audience, namely American women between the ages of 35 and 44, when asked specifically if the disclosure about O'Donnell's sexual orientation would have a better, worse or would not change their opinion at all about her, 73% of women between ages 35 and 44 said it made no difference. Ten percent (10%) said it improved their opinions, while 18% said their opinions of Rosie O'Donnell had worsened.

When 35 to 44 year old American women were asked whether the disclosure changes their feelings about O'Donnell's product endorsements, a full 85% said it made no difference, while 12% said they would be less likely to change their opinions; and 3% said they would be more likely to purchase products endorsed by Rosie.

These are the highlights of a nationwide Witeck-Combs Communications/Harris Interactive study of 2,017 adults surveyed online between March 12 and 14, 2002, of whom seven percent (7%) self-identified as gay, lesbian, bisexual or transgender (GLBT).

The survey was conducted online by Harris Interactive, a worldwide market research and consulting firm, and Witeck-Combs Communications, Inc., a marketing and communications firm with special expertise in the GLBT market.

Rosie O'Donnell made national news last week in her exclusive ABC News interview with Diane Sawyer, by speaking up for adoption by gay parents and revealing that she, herself, is a lesbian parent.

O'Donnell is a celebrated television figure, actress and publisher of her own trademark magazine targeted to American women. In addition, she is well known for her commercial endorsements and commitment to social and philanthropic causes.

Wesley Combs, president of Witeck-Combs Communications, said:

"Rosie O'Donnell may be one of America's most beloved figures who provides an excellent snapshot that aids in understanding the perceptions and the risks of the marketplace for openly gay celebrities.

"In general, we find that younger adults and women state a higher degree of acceptance and generally favorable impressions - all critical to Rosie O'Donnell's continued strength in the market." Combs concluded, "What is most compelling are the overwhelming numbers who say Rosie's public disclosure of her sexual orientation has not really affected their opinion, or their consideration to purchase the products she endorses."

"Not surprisingly, nearly four out of ten (37%) self-identified gays and lesbians say the disclosure has improved their opinion of the popular television talk show host," stated David Krane, senior vice president, Harris Interactive. "In addition, 5% of all heterosexual Americans concur that they have more favorable views, while 19% of heterosexuals said the disclosure has worsened their opinion of Rosie."

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Seventy-six percent (76%) of women ages 35 to 44 indicate they hold a favorable impression of her, while only 24% said they had an unfavorable opinion. A substantial majority (84%) also said they had seen, heard or read about Rosie O'Donnell's disclosure, while 15% said they had not.