The 2022 US Brand Safety Consumer Survey is in and the results are somewhat surprising for businesses that embrace LGBTQ+ community. And the news is actually very good. Respondents express whether brand advertisers should associate with certain topics in the US news and entertainment marketplace. The story content that has the most rejection for brands was stories about murder/violent crimes where 27% said they would not associate advertising with the topic. Next was controversial politicians at 26%, news related to school shootings at 25%, then abortion at 23% and association with LGBTQ+ issues at 23% was #5. This is actually very good news. This means positive attitudes toward LGBTQ+ was 77% for advertisers and consumers that would purchase brand products, the highest brand embracement number for LGBTQ+ in history. By contrast, far larger percentages are considered the “noxious nine”. These are other types of non-news content that should be completely blocked by brand advertisers. Those “noxious nine” topics, which align with equivalent categories in the GARM Brand Safety Suitability Framework, are #1, Sexually-explicit or pornographic content (70% said block nearby ads), #2 hate speech or racist content (70%), #3 Unsafe or hacked websites (68%); #4 Illegal drug-related content (65%; #5 Terrorism-related content (59%); #6 Content about violence, injury, or death (53%); #7 Stolen/pirated movies or TV shows (48%); #8 Profanity or obscene language (48%); and #9 Gun and ammunition-related content (46%).
4 In 5 Businesses Support And Want To Advertise With LGBTQ Content
- David Hopkins
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