Compiled By GayToday
 Rochester, NY /
Washington, D.C--A new poll conducted this
month by Harris Interactive and Witeck-Combs Communications shows that 74%
of gay, lesbian, bisexual and transgender (GLBT) consumers and 42% of
heterosexual consumers polled said they would be less likely to buy a
product from a company if they advertised on a program that expressed
negative views of gays and lesbians.
This, the pollsters say, is especially timely as more than one
million GLBT consumers will celebrate Gay Pride in cities across America
this weekend, in cities such as New York, San Francisco and Chicago.
These findings were part of a much larger poll conducted examining
the consumer behaviors and political attitudes of gays and lesbians, as
well as of other adults.
| The
latest Harris/Witeck-Combs research was conducted online among
13,276 adults from the Harris Interactive online panel of
respondents, between June 7 and 13, in which 744 individuals (6%)
identified themselves as gay, lesbian, bisexual or transgender.
"Our survey demonstrates that consumers care where companies
spend their advertising dollars," said David Krane, Senior Vice
President of Harris Interactive.
"When advertisers align themselves with a show, they
obviously want to draw consumers to their products, not push them
away. These companies, if clearly associated with Dr. Laura, run the
risk of losing potentially valuable customers whether they are gay
or not" |
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Harris Polling
GayToday does not endorse related sites.
|
"These findings confirm one of the marketers basic rules--Don't
offend your customer," said Wesley Combs, President of Witeck-Combs
Communications.
"Advertisers understand that associating themselves with shows like
Dr. Laura has more downsides than any gain to the bottom line. This is an
especially valuable finding for companies who have already invested in or
are thinking about advertising to gay and lesbian market."
Combs added that the survey showed more than 80% of people polled,
regardless of their views of Dr. Laura, agreed that companies have a
responsibility to evaluate the content of a television or radio program
before sponsoring it.
Advertisers such as Procter and Gamble recently decided not to
advertise on Paramount Television's Dr. Laura show, slated for a September
premiere. Dr. Laura is widely known for her negative comments about gays
and lesbians and women.
When asked about their knowledge of Dr. Laura, the number one issue
that both GLBT and heterosexuals were aware of was Dr. Laura's views on
homosexuality. Of those that knew something about Dr. Laura, by almost a 4
to 1 margin, they said they would be less likely to buy a product from a
company that advertised on a radio or TV program with negative views about
gays and lesbians.
Of those who heard or read about Dr. Laura, 72% of GLBT consumers
said they would either be less likely to buy a product from a company that
advertises on the Dr. Laura television show or would consider buying an
alternative product from another company.
Of all GLBT consumers, almost six in ten (58%) would consider
buying an alternative product. Heterosexuals, by almost a two to one
margin, said they would make similar purchasing decisions as GLBT
consumers. It is notable that almost one in five (17%) heterosexual
consumers would consider buying an alternative product.
Other findings showed that consumers also are concerned about
companies that associate themselves with radio and television programs
that have negative portrayals of women, the elderly, the disabled and
African Americans.
By similar majorities, between 55 and 75% of those polled felt that
they would be less likely to buy products from companies that advertised
on programs with negative views on women, the disabled, the elderly or
African Americans.
On April 10, Harris Interactive Inc. and Witeck-Combs
Communications announced their partnership to develop in-depth and custom
marketing insight into the gay and lesbian consumer segment. The research
will benefit the growing number of companies and organizations that are
developing advertising and marketing strategies targeted at the
long-overlooked GLBT market. |
