Post by Nielsen

Yellowjackets and The L Word both connect with LGBTQ+ audiences, but they do completely different jobs for brands. We looked at queer-themed titles in two ways: audience size and how heavily each impacts same-sex-couple households. Two distinct strategies emerged. ↔️ Some go wide: Titles like Yellowjackets and Harlem pull broad, mainstream crowds—the reach a big campaign needs. 🎯 Some go deep: Titles like Vida and The L Word reach smaller, but highly invested core LGBTQ+ households—niche audiences, but concentrated, high-affinity viewing. ✨ The rare titles do both. Heated Rivalry, Boots, and Overcompensating capture broad mainstream attention while still over-indexing among the households most invested in these stories. That overlap is hard to find, and it's where a single buy works twice as hard. In collaboration with GLAAD. Sarah Kate Ellis, President and CEO of GLAAD, said it best in our latest article: "Mainstream audiences actively seek out LGBTQ stories. To drive growth, producing inclusive content and investing in dedicated advertising support to drive broad market awareness are vital business practices." So the question for brands isn't whether to show up in LGBTQ+ content. 🏳️‍🌈 It's what you're buying: reach, resonance, or the rare title that delivers both. The data shows you exactly where each one lands. Read the full article 👉 https://lnkd.in/ejSRzSBF #MediaIntelligence #NielsenOne #AudienceMeasurement