Inclusion in Advertising and Content Survey
Nielsen has revealed the results of a UK wide survey, conducted in collaboration with Dynata, into inclusivity in programming and advertising content, and the general media consumption of the LGBTQ+ community.
10% of the LGBTQ+ community report they have been the recipient of an advertisement online based on their sexual orientation or gender identity. Yet only 1 in 5 consider this approach as a positive experience for them.
The LGBTQ+ community therefore feels that brands are not targeting or delivering ads to them which are relevant to their individuality.
When it comes to inclusivity in the UK media, the majority of the LGBTQ+ community (63%) consider the media industry has improved in both their programming and advertising content in the last two years, but that there remains a lot of room for improvement.
The LGBTQ+ community also made the following recommendations on how to improve LGBTQ+ inclusion:
- Avoid stereotyping individuals (50%)
- Be more authentic/realistic in depictions of LGBTQ+ people (44%)
- Involve the LGBTQ+ community when visioning and creating advertising/programming (37%)
Generally, the LGBTQ+ community considers offline and more traditional media formats to be less inclusive. Nearly 1 in 5 described Radio Programmes, Newspapers and Magazines as the least inclusive channels for consuming programming content.
However, the LGBTQ+ community consumes more modern media channels, such as Social Media, On Demand Streaming Services, and Influencer Content, which were regarded as inclusive by 1 in 4 of the audience. On Demand services came out the best with 68% of the community typically watching BBC iPlayer (ahead of Netflix) when they spend time watching TV on the internet, ahead of the total population. And this community is 16% more likely than the general population to consume BBC iPlayer – so good news for the UK broadcast industry.
The LGBTQ+ community also tracks ahead of the total population with their use of Broadcast Video on Demand (BVOD) and Subscription Video on Demand (SVOD) for the consumption of relevant TV series, films and documentaries.
When asked to rank the most inclusive advertising channels, social media advertising, Influencers and TV Advertising came out on top as the most inclusive. According to the survey, while traditional channels like Newspapers, Radio, Cinema and Outdoor ranked low when it came to inclusivity, most likely due to the challenge of delivering broad ranges of content, and allowing for personalisation.
Through the survey, Nielsen identified specific verticals that deliver non inclusive advertising – with insurance, financial services and automotive companies being highlighted as able to do more for supporting this audience. By comparision, fashion/clothing, beauty, travel and tourism sectors were seen as more inclusive.
Says Amanda Woodley, Head of Media Analytics and UK Pride Lead, Nielsen Business Resource Group: “It is encouraging to see that we are heading in the right direction with 63% agreeing inclusivity has improved over two years. The purpose and consumption of some of the most recent and modern forms of media are more aligned with the requirements of the LGTBTQ+ community now.
“However, the focus should also be placed on more traditional forms of offline media, to deliver more inclusive content. The media, advertising and measurement industry needs to ensure people are at the center of everything we do and that advertising to the LGBTQ+ community should be more than just inclusive ads over pride month; let’s make inclusivity a priority all year round.”
The company considers it has an important role to play in helping show that diversity and inclusion is a global business imperative. In the UK, Nielsen Ad Intel is expanding its coverage in the Diversity and Inclusion sector, adding a number of media channels for reporting with the LGBTQ+ sector. Continues Amanda Woodley, “Diversity, equity and inclusion are essential to everything we do at Nielsen, and this is just another step towards us living by our mantra of ‘Powering a better media future for all people’.”