Nielsen has introduced a new statistic that provides a snapshot into the viewing habits of gay, lesbian, bisexual and transgender people who are in same-sex spouse/partner households (Editor’s note – this is a subset of the LGBT population)
“From our clients’ perspective, this is incredibly valuable,” said Rachel Lowenstein, an associate director of Invention Plus, a unit of the media agency Mindshare. “Look at how much L.G.B.T.Q. couples make in terms of their household income. From a disposable-income and consumer-spending standpoint, they are a lucrative audience.”
“RuPaul’s Drag Race” and its behind-the-scenes spinoff, “Untucked,” are cultural touchstones that have launched catchphrases and minted stars. But neither series has ever lit up the ratings, as they were ranked the #285 and #359 most-viewed shows in the cable ratings for the week of April 15. Both series performed extremely well in the new Nielsen LGBT ranking: “Drag Race” and “Untucked” were the #3 and #9 most watched cable programs among same-sex households that same week.
Here’s a breakdown of popular TV network shows ranked by total viewers in the same-sex category and their overall standing from the start of the current season to date:
- The Conners: Same-sex #1 (Overall #31)
- Will & Grace: Same-sex #2 (Overall #82)
- Sunday Night Football: Same-sex: #5 (Overall #1)
- Big Bang Theory: Same-sex: #6 (Overall #2)
- Murphy Brown: Same-sex #8 (Overall #34)
- Survivor: Same-sex: #16 (Overall #29)
- C.I.S.: Same-sex: #28th (Overall: #3)
- Game of Thrones: Same-sex: #1 Cable (Overall #1 Cable)
- Sean Hannity: Same-sex: #247 Cable (Overall #12 Cable)
The same-sex rating came about partly because of criticism from producers involved in making original programming centered on gay, lesbian and transgender themes who feared that the ratings for their series did not reflect their impact.
Source: Koblin, J. (2019, May 1). L.G.B.T. Households are Now Nielsen Families, and Advertisers and Producers Get a Valuable Tool. The New York Times.