Trends
August 22, 2006
Gay advertising
The total budget spent by companies in gay targeted advertising in the United States for 2005 is estimated at 232 millions $, quite a nice one, isn't it ! Nowadays, lots of companies made the choice to target the gay community. For example, in 2004, 36 % of the Fortune top 100 advertised to the lesbian and gay market.
Gay and lesbian population is estimated at 4 to 10 % of the population, which means between 12 and 28 millions in the States. The United Kingdom reported an estimation of 3,6 millions gay and lesbian. Sweden estimated its G&L population to 6 % of the population.
Even if it is difficult to agree on figures regarding the average income of gays and lesbians, the average income of gay households is estimated between 26 and 51 % higher than average. Gay people are often associated with DINK's (double income no kids) with more freedom to travel and a more available income for buying hi-tech or luxury goods. In 1991, the Wall Street Journal was already defining the gay and lesbian community as a "dream market".
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