×
You will be redirected back to your article in seconds

Nielsen Reveals First-Ever LGBTQ Household Ratings (EXCLUSIVE)

For the first time, Nielsen will expand its reporting capabilities to identify same-gender spouses and partners and their households’ TV viewing habits, Variety has learned exclusively.

Nielsen worked in partnership with the LGBTQ media advocacy organization GLAAD to determine the best approaches for reflecting LGBTQ inclusion and representation in its industry-leading panels, including evaluating recruiting and classification techniques that help better identify same-gender spouses and unmarried partner households to participate in Nielsen’s nationally representative panel.

Variety has also obtained a breakdown of the top Live+7 numbers for same-gender spouse/unmarried partner homes for premiere week, which began on Sept. 24. As seen below, the revival of “Murphy Brown” was the top draw among the LGBTQ audience. Just under 14% of same gender spouses or unmarried partners with a TV tuned into the series within a week of its premiere on CBS, or about 340,000 people.

“We are at the highest levels ever reported for LGBTQ inclusion on television, and its important that we know American audiences are connecting with these characters and shows,” said Sarah Kate Ellis, president and CEO of GLAAD. “We appreciate Nielsen’s commitment to ensuring that LGBTQ people wherever they live and consume television are being counted– and that those numbers are being reported. GLAAD is proud to work alongside them as they continue to expand and enhance their capabilities.”

The industry will now be able to research data for these market breaks and demographics to further understand the viewing behavior of a same gender spouse or partner household.

“As the media marketplace continues to evolve, our clients are increasingly looking to better understand consumers of all types to effectively reach new and unique audiences,” said Brian Fuhrer, senior vice president of product leadership at Nielsen. “This translates directly into why diversity and inclusion is a business imperative for Nielsen and why we will continue to invest in ways to ensure our world-class TV panel reflects the true diversity of the consumer landscape. This enhancement will help both programmers and marketers gain LGBTQ audience insights and provide the industry with better understand the compelling opportunity these consumers represent.”

Same Gender Spouse or Partner Ratings

Program Broadcast Date Network AA% Proj(000)
MURPHY BROWN 9/27/18 CBS 13.67 339
MANIFEST 9/24/18 NBC 11.72 293
AMERICAN HORROR STORY 9/26/18 FX 9.56 238
THIS IS US 9/25/18 NBC 9.54 236
BIG BANG THEORY, THE 9/24/18 CBS 9.19 230
GOOD DOCTOR, THE 9/24/18 ABC 8.22 205
MODERN FAMILY 9/26/18 ABC 8.12 202
BIG BANG THEORY, THE-SP 9/27/18 CBS 8.06 200
VOICE 9/24/18 NBC 7.89 197
YOUNG SHELDON 9/24/18 CBS 7.06 176
MOM 9/27/18 CBS 6.97 173
911 9/24/18 FOX 6.55 164
60 MINUTES 9/30/18 CBS 6.03 154
VOICE-TUE 9/25/18 NBC 5.97 147
YOUNG SHELDON – SP 9/27/18 CBS 5.84 145
RACHEL MADDOW SHOW 9/27/18 MSNBC 5.74 143
GREY’S ANATOMY 9/27/18 ABC 5.73 142
NEW AMSTERDAM 9/25/18 NBC 5.46 135
EMPIRE 9/26/18 FOX 5.33 133
LAW AND ORDER:SVU 9/27/18 NBC 5.28 131

More TV

  • jesse-tyler-ferguson

    Jesse Tyler Ferguson Will Host HGTV's 'Extreme Makeover' Revival (EXCLUSIVE)

    You don’t need a home-improvement expert to restart “Extreme Makeover: Home Edition.” Jesse Tyler Ferguson, the actor best known for his turn as Mitchell Pritchett in the popular sitcom “Modern Family,’ will host HGTV’s ten-episode remodel of the popular home-improvement series, in which families and communities in need of help are given a massive reworking [...]

  • Prince Albert II of Monaco and

    Patricia Arquette's 'Escape at Dannemora' Wins at Monte Carlo TV Festival

    Showtime’s “Escape at Dannemora” won the Crystal Nymph in the limited series and TV movie section of the 59th edition of the Monte Carlo Television Festival on Tuesday. The ceremony was attended by Michael Douglas, who received a lifetime achievement award from Prince Albert of Monaco. “Escape at Dannemora’s” Patricia Arquette, playing a female prison [...]

  • Don Lemon Power of Pride

    Don Lemon, CNN’s ‘Unicorn,’ on Facing Racism and Homophobia

    “Am I tired?” Don Lemon asks himself. “Sometimes, but it’s a day to day thing. Am I weary? Yes. I am. I have to be honest with you. It’s a lot.” Lemon, a CNN anchor on the air nightly at ten, would seem from some angles like someone who should be celebrating. For one thing, [...]

  • Asia Kate Dillon

    From 'Billions' to 'John Wick 3,' Asia Kate Dillon Makes Hollywood Theirs

    Who would have guessed that “Billions,” a cutthroat and hedonistic look at Wall Street hedge fund magnates and the politicians gunning for them, would deliver a groundbreaking representation of gender non-binary identities? Certainly not Asia Kate Dillon, who portrays non-binary investment wunderkind Taylor Mason on the Showtime series and also identifies as non-binary off-screen. The [...]

  • Janet Mock photographed for Variety on

    Janet Mock Signs Landmark Overall Netflix Deal (EXCLUSIVE)

    Janet Mock is making history. The “Pose” director, producer and writer has signed a sweeping deal at Netflix, making her the first out transgender woman empowered to call the creative shots at a major content company. The three-year multimillion-dollar pact gives the streaming giant exclusive rights to her TV series and a first-look option on [...]

  • Jim Parsons Variety Power of Pride

    Jim Parsons on Coming Out and Life After 'The Big Bang Theory'

    Jim Parsons just stepped away from a 12-year commitment — and is preparing to step into a new yet familiar role. After four Emmys and untold numbers of physics-inflected jokes on “The Big Bang Theory,” Parsons is reprising a part he played on Broadway in 2018. A Netflix adaptation of the drama “The Boys in [...]

More From Our Brands

Access exclusive content