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The presence of Lesbian, Gay, Bisexual and Transgender characters on primetime TV is at a record high, according to data from a new study conducted by Nielsen, with 28 percent of all primetime TV watching being spent on shows with LGBT themes.
The report, titled “The New Mainstream,” and first reported on Huffington Post, says that one in four scripted series and one in five reality shows during the 2010-2011 season were LGBT-inclusive. Additionally, those shows were among the most popular, attracting 28 percent of the primetime audience and 22 percent of ad dollars.
The Gay & Lesbian Alliance Against Defamation (GLAAD) says that LGBT characters accounted for 3.9 percent of all scripted series regular characters.
The audience for these shows were dominated by teen viewers, who went for scripted series, and females 50 and older, who watched more of the reality shows. Non-white, professional Millennials without children also made up a higher percentage of the audience for LGBT-themed programming than the full primetime audience.
In a statement in the report, Matt O’Grady, EVP, Audience Measurement, Nielsen, said, “The inclusion of LGBT characters on TV more accurately portrays the diverse and multicultural society we live in by encompassing all segments of the population.”
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