B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Study: Why Everyone Recalls A LGTBQ Ad (& Why There’s A Lesson In It For Adland)
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Study: Why Everyone Recalls A LGTBQ Ad (& Why There’s A Lesson In It For Adland)
AdvertisingCampaigns

Study: Why Everyone Recalls A LGTBQ Ad (& Why There’s A Lesson In It For Adland)

Staff Writers
Published on: 16th January 2018 at 8:55 AM
Staff Writers
Share
2 Min Read
SHARE

Struggling to get any customer recall from your advertising? Well, if the recent “Yes” vote proved anything (successful marriage equality aside) then there’s a lot to be learned from ads featuring a positive gay and lesbian message.

And now a new study by US gay social network site Hornet and Nielsen has found that consumers are increasingly comfortable with advertising that carries a LGTBQ message.

Screen Shot 2018-01-16 at 9.24.57 am

 

The study interviewed 800 (presumably straight) consumers on their views of rainbow-themed ads. The top highlights of the study included:

  • 62 per cent of respondents could correctly recall the advertised brand in LGBTQ-themed TVCs.
  • 75 per cent of the tested LGBTQ-themed ads outperformed generic ads in driving brand recall.
  • 66 per cent regarded LGBTQ ads as progressive against 56 per cent for generic ads.
  • 65 per cent regarded the ads as inclusive versus 55 per cent for generic ads.
  • 61 per cent regarded the ads as caring versus 52 per cent for generic ads.
  • When asked which words best described LGBTQ ads respondents voted for interesting (36 per cent), stand out from other ads (35 per cent), believable (34 per cent), forced (nine per cent) and intrusive (seven per cent).

Commenting on the findings, Hornet president and co-founder Sean Howell told US industry site AdWeek: “With this study, we hope to help brands improve their marketing and advertising as it relates to the LGBTQ community, a highly desirable consumer demographic.

“We identified missed opportunities and areas where advertisers can increase their ROI with the creation of authentic advertising. These campaigns speak directly to this consumer, and their inclusive messaging creates brand recognition, which, in turn, influences purchasing habits,” Howell said.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Ian Thorpe, LGBTQ, Yes campaign
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?