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Nielsen Drives LGBTQ Acceptance with GLAAD

2 minute read | March 2019

We recently hosted GLAAD Chief Communications Officer Rich Ferraro at Nielsen’s Global Technology and Innovation Center (GTIC) in Oldsmar, Fla., for a visit with senior leadership and members of our southeast chapter of PRIDE, our LGBTQ and allies employee resource group (pictured above). The visit built upon our collaboration with GLAAD to produce our first-ever public reporting of same-sex household viewership ratings.

Rich spent time with our data science and product leadership teams discussing our collective next steps toward providing our clients with an even more complete view of LGBTQ consumption habits. This was a multi-faceted discussion, involving conversations with senior leaders, as well as with our regional PRIDE leaders, who hosted a diversity and inclusion luncheon. Rich also toured our data processing facility, gaining a deeper understanding of how we provide our clients with an idea of what’s next on a daily basis.

After his meetings, Rich convened Nielsen associates and PRIDE members for a presentation called “The Power of Media,” which was broadcast around the world. This briefing not only provided background on GLAAD and the organization’s important work, but explained the pivotal role media plays in increasing LGBTQ acceptance. Rich also spoke about the value of quantifying LGBTQ viewership of media and total market viewership of LGBTQ-focused media; something only Nielsen can do.

“GLAAD is consistently at the forefront of cultural conversations in the U.S. pushing acceptance of LGBTQ people forward, and we leverage the media sources that people use the most to get our message out,” said Rich. “Nielsen’s new research into LGBTQ viewership arms us with industry-leading insight into the power these consumers wield.”

Rich then participated in a Q&A session focused on recent advancements in LGBTQ representation in media. During the Q&A, Rich addressed questions around the role new platforms, like subscription video on-demand (SVOD) services, are playing with the empowerment of LGBTQ content creators and storylines.

“Our clients are constantly clamoring for data on LGBTQ consumers,” said Kelly Abcarian, SVP, Product Leadership and PRIDE co-Executive Sponsor for Nielsen. “The awakening toward a greater acceptance of LGBTQ individuals has piqued the interest of the media, and Nielsen’s advancements in measurement has proven these consumers are powerful drivers of business and culture.”