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TV ADVERTISING

45% of LGBTQ+ Consumers More Likely to Trust Pharma Brands That Reflect Them

A Nielsen study of Revry viewers reveals insights for the pharma industry.

Eleanor Semeraro

• 1 min read
45% of LGBTQ+ Consumers More Likely to Trust Pharma Brands That Reflect Them

For the LGBTQ+ community, feeling ignored in media is, unfortunately, fairly commonplace: according to a 2024 ANA LGBTQ+ Marketing Inclusion survey, only 34% of marketers are currently leveraging LGBTQ+-owned or targeted media to activate this audience base. 

As a global streaming platform that specifically caters to LGBTQ+ audiences, Revry provides an opportunity for brands to reach and engage with the queer community, and one that should be prioritized: A study from Nielsen of Revry viewers found that 70% consider brand advertisements in LGBTQ+ programming as support for the community, and 78% take positive actions towards a brand after receiving targeted messaging in LGBTQ+ programming. 

In addition to activating around targeted media, brands can take things a step further by connecting better with LGBTQ+ consumers. Below, a few insights specifically around the pharmaceutical industry from the study. 

  • The pharmaceutical industry is a major player in advertising, and when it comes to LGBTQ+ representation, it’s doing OK — 24% of survey respondents said it’s the category best representing LGBTQ+ people in advertising, far better than QSR (2%) and automotive (4%), but lagging behind beauty & skincare (29%) and retail (27%). 
  • Nearly half (45%) of Revry viewers agree that seeing members of the LGBTQ+ community featured in pharma advertising would increase their trust in the brand.
  • 85% say it’s important for pharmaceutical companies to address health concerns specific to the LGBTQ+ community in their advertising.
  • 43% viewers would trust a pharma brand more if it partners with LGBTQ+ health organizations. But, that’s below factors like providing clear and transparent information about side effects (74%) and a focus on the affordability and accessibility of medication (62%)

This untapped potential of LGBTQ+ media presents advertisers across all industries with a compelling opportunity to connect with an engaged, loyal and action-oriented audience.