Results of the Canadian LGBTQ+ Inclusion in Advertising & Content Survey

Nielsen has launched the results of a national Canadian survey covering inclusivity in programming and advertising content, and the general media consumption of the LGBTQ+ community. Nielsen conducted the survey to support the LGBTQ+ community in Canada, ensuring their concerns and preferences are visible to brands and marketers. The data collected shows that while Canadian consumers confirm companies have become more inclusive in the recent past, there remains significant room for improvement when marketing to LGBTQ+ consumers and in driving a more inclusive media landscape.

Says Paige Sontag, Director, Client Strategy Nielsen Activation, Measurement, and Media Analytics Canada: “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.”

On LGBTQ+ Targeted Advertisements and Inclusivity in Canada

According to the survey results from Nielsen in Canada, 12% of Canadian survey respondents who consider themselves part of the LGBTQ+ community report they have been the recipient of an advertisement online based on their sexual orientation or gender identity. Of the LGBTQ+ identifying respondents, just more than half (51%) felt positive about their most recent experience with a sexual orientation and gender identity-informed advertising approach. This is a significantly higher percentage than those who did not self-identify as part of the LGBTQ+ community – only 32% of non-LGBTQ+ respondents felt positive about this approach. Within both groups there remains a large percentage of consumers who do not feel positively about marketing campaigns targeting sexual orientation and gender identity. While 43% of LGBTQ+ respondents felt both the messaging and service/product in the targeted ads were relevant to them, only 35% reported they were comfortable being targeted by brands’ ads based on sexual orientation or gender identity.

When asked whether companies have become more or less inclusive of LGBTQ+ individuals in their programming content and advertising in the last 2 years, 65% of the total respondents in Canada indicated companies have become more inclusive. More non-LGBTQ+ individuals than LGBTQ+ individuals felt companies’ inclusivity efforts had increased in the recent past (63% among LGBTQ+ community vs. 67% among the rest of the population). This may indicate that companies’ inclusivity efforts have been slightly less well received by the Canadian LGBTQ+ community than non-LGBTQ+ consumers.

Says Amanda Woodley, Head of Media Analytics, Nielsen UK: “It is positive to see that 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. However, the focus should also be placed on more traditional forms of offline media though, to deliver more inclusive content. The media, advertising and measurement industry needs to ensure people are at the center of everything we do and allow for a diverse range of voices.”

On LGBTQ+ Inclusivity in Types of Media and Advertising in Canada

According to the survey results, the LGBTQ+ community in Canada considers the most inclusive media formats to be TV series and movies viewed on streaming services (23%) and traditional TV (22%), and social media content produced by friends and family (22%) and influencers (20%). Notably, all media types surveyed are considered inclusive by less than 25% of the LGBTQ+ community. Overall, the Canadian LGBTQ+ community considers offline and more traditional media formats (radio programs, newspapers, and magazines) and music/audio streaming services to be least inclusive (all under 20%).

Similar to the findings on media formats, only 25% or less of the LGBTQ+ community in Canada consider any advertising types surveyed to be inclusive. The survey shows respondents found the most inclusive advertising media channels to be social media (25%), movies/TV series on video streaming services (24%), TV (23%), people/influencers on social media (23%), online content (excluding social media) (23%). Again, the offline and more traditional media channels and audio streaming ranked slightly lower with respondents in Canada: magazines (22%), podcast content on streaming services (22%), music content on streaming services (21%), cinema/outdoor (21%), newspapers (21%), radio (20%).

Among the LGBTQ+ community in Canada, advertising from the following industries are considered most inclusive: fashion/clothing/accessories (26%), beauty (24%), personal care/hygiene (23%), travel and tourism (23%), books/magazines (22%). The least inclusive industries are: musical instruments (16%), insurance (16%), articles for sports and exercise (17%), electronic devices (17%), household cleaning products (18%), office furniture and supplies (18%), games (18%).

On Canadian LGBTQ+ Community Media Consumption

In an average week, the Canadian LGBTQ+ community surveyed indicated they were consuming fewer hours of video content through traditional broadcast and cable TV, internet subscription streaming platforms, and video clips on websites like YouTube, Vimeo, etc. than the rest of the population.

Video Content Consumed in a Week (average # hours)

Time Spent in a Week (average # hours)

In an average week, the LGBTQ+ community surveyed indicated they were spending more time listening to the radio, however the general population indicated they are spending more time watching TV and checking social networks.

Nielsen will use this survey to showcase how advertisers and media agencies can do more in this space to address negative perceptions and experiences by releasing the full report to the industry as well as in seven other markets.

The company considers it has an important role to play in helping show that diversity and inclusion is a global business imperative. 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.’”

About Nielsen: Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future.

About Nielsen LGBTQ+ CA Survey. Methodology and Supporting Facts:

• Part of a survey undertaken in Canada between February 3 to April 10, 2022.
• 602 respondents participated in the research.
• Survey focused on understanding the inclusivity of media in programming and advertising content, and the general media consumption of the LGBTQ+ community.
• Nielsen conducted the survey with the aim of supporting the LGBTQ+ community, ensuring their concerns and preferences are visible to brands.
• Nielsen’s survey highlights where the CA Media Industry can improve and evolve in order to promote a more inclusive media environment
• Nielsen can now provide brands with reliable and specific insights on how to support the LGBTQ+ community to ensure they deliver relevant programs on the right media channels.