The Scotsman reports that while in 1994, only 19 Fortune 500 companies advertised their brands in gay media in the United States. However, in 2005, 175 did.
Experts say IKEA started it all in 1994 when an IKEA ad aired on TV showing a gay couple shopping for a dining-room table. Sadly, IKEA pulled out the ad after that night when it got bomb threats.
Then there was insurance company John Hancock which ran a ground-breaking television spot during the 2000 Olympics and World Series baseball championships. The spots showed a lesbian couple adopting an Asian baby.
Much has improved after these pioneering events. The advertisers have gotten savvy too. A report, quoted in the Scotsman says that 2005 was the first time more than 50% of all the ads in gay U.S. magazines and newspapers were created specifically for a gay readership.
Advertisers are also not shying away from using gay-sex themes.
What’s next: Gays want the industry to support their lifestyles – they want ad support for their events. They also want advertisers to cover workplace -related themes which can be a real pain for most gay workers.
