WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

The Rating System

The AdRespect Score is a numerically-based system used to rate ads on a scale of 0 (worst) to 100 (best) based on the types of representations and inclusiveness of the LGBTQ+ community. The score itself is calculated by an algorithm that relies on the themes present in each commercial to determine the points earned. The themes are assigned by our editorial staff, and are separate from likeability scores generated by site visitors. Some ads are intentionally not rated in our system. They include ads meant to primarily target LGBTQ+ audiences in LGBTQ+ media. TV commercials will carry a “not applicable” sign, or “n/a,” while print and interactive ads will have none. Below are the themes that may be assigned to ads, organized by their numeric value and general category, displaying how they will affect an ad score.

Positive

  • Same-Sex Affection
  • Same-Sex Couples/Families
  • Gay Pride
  • LGBTQ+ Empowerment
  • Trans Beauty
  • Stereotype Twist
  • Consciousness Raising
  • Multiple Gender Expressions

Equal

  • LGBTQ+ inclusion
  • Gay Tease
  • Camp/Gay Drag
  • Straight Left Out
  • Family Acceptance
  • Gay Vague
  • LGBTQ+ Punchline (laughing with)

 

Caution/Stereotypes

  • Same-Sex Affection
  • Same-Sex Couples/Families
  • Gay Pride
  • LGBTQ+ Empowerment
  • Trans Beauty
  • Stereotype Twist
  • Consciousness Raising
  • Multiple Gender Expressions

Negative

  • LGBTQ+ inclusion
  • Gay Tease
  • Camp/Gay Drag
  • Straight Left Out
  • Family Acceptance
  • Gay Vague
  • LGBTQ+ Punchline (laughing with)

 

The AdRespect Score Algorithm: Explained

The themes in each commercial are used to calculates an ad's score out of a possible 100 points. The number of total themes present in each ad determines the maximum amount of points an ad can earn per theme.

Each positive theme earns the maximum-points-per-theme, each stereotyped theme earns 60% of that amount, and each negative theme earns 0%. Each equal theme earns either 85% or 100% of the maximum-points-per-theme, depending on the nature of other themes present in the ad.

For example, a positive theme in one ad will not necessarily earn the same amount of points as that same theme would in another ad. This relative method uses a “curve” to weight the value of each included theme based on the number and the quality of the other apparent themes in the ad. The formula then adds the points earned from each theme and produces a score out of 100.

The Formula

Number of Negative themes present in ad = u
Number of Positive themes present in ad = p
Number of Equal themes present in ad = e
Number of Caution/Stereotyped themes present in ad = s
Number of total themes present in all categories = ( n + p + e + s ) = x
If p > 0, then y = 15 If p = 0, then y = 0
Total AdRespect score (out of 100) = z

z  =
 		 (100 p + e (85 + y ) + 60 s + 0 n )
x

Example AdRespect Score Calculation

If an ad includes 2 Positive themes, 1 Equal theme, 1 Stereotyped theme, & 1 Negative theme, the score will be calculated as follows:

p = 2,  e = 1, s = 1,  y = 15,  n = 1,  x = 5, and  z = (?).  So:

z  =
 		 (100*( 2 )+( 1 )[85+( 15 )]+60*( 1 )+0*( 1 ))
( 5 )

About CompanyRespect Scores

Like the AdRespect Score, the maximum CompanyRespect score is also 100 points, which is an average of three sections: 1.) Mass Media/Trade Ads, 2.) LGBTQ+ Media Advertising, and 3.) LGBTQ+ Organizations/Events Sponsorship. A bonus addition of 5 points to the total score is available for Marketplace Longevity to companies that have been continuously in the marketplace for three years or more.

Companies will appear in our Ad Library or system only when they have created relevant advertising.

1.) Mass Media/Trade Ads - 50% of score

  • Based on the average total ratings of one or more ads in our collection from a company (across all brands and years).
  • If a company has not produced a Mass Media/Trade ad to generate a rating, the company will be assigned a neutral value of "60" in this section.

2.) GLBT Media Advertising - 25% of score

  • 100 points- National LGBTQ+ TV spot/online, full-page national print ad or full-page ads saturation of top 10 LGBTQ+ markets (or all major markets in the company's operating region)
  • 75 points- Partial page national ad or national direct mail/e-mail
  • 50 points- Regional TV/online/outdoor/print ad/direct mail/e-mail
  • 25 points- Single-market local TV/online/outdoor/print ad
  • 0 points- No Advertising

3.) LGBTQ+ Organizations/Events Sponsorship - 25% of score

  • Based on sponsorship of LGBTQ+ organizations or events in the past calendar year
  • Points awarded for this component are determined relative to other companies' giving that year.

BONUS - Marketplace Longevity

  • Companies with a continuous presence in LGBTQ+ media advertising and/or sponsorship for three years or more get an additional 5 points added to their total score.


Definitions:

  • "Regional" is defined as two or fewer time zones. "National" is defined as media in three or more time zones, or a single national medium.
  • "Major organization" for nonprofits is defined as having a $2 million or greater annual budget.
  • Any company with multiple brands that have relevant activity will be applied jointly.
  • "Continuous presence" is defined by having at least one ad campaign a year.
  • "LGBTQ+ Media" is defined by an audience primarily of LGBTQ+ people, "Mass Media" is defined by an audience primarily of non-LGBTQ+ people, "Trade Media" is defined by an audience of specific trade/industry professionals.

About CompanyRespect Scores

AgencyRespect Scores are an average of all the AdRespect Scores of all ads (across all brands and clients) created by an individual advertising agency. This score does not comprise any other components.

Ad agencies will appear in our Ad Library or system only when they have created relevant ads.

AdRespect History

AdRespect first began as a video program called The Commercial Closet in 1996, when business journalist Michael Wilke was a reporter at Advertising Age, the leading trade magazine based in New York City.

An invitation came from the NYC gay and lesbian film festival, NewFest, for a video presentation about LGBTQ+ representations in commercials. When Wilke agreed, he wondered if there would be much to show! But Wilke mentioned his plans for a lecture on LGBTQ+-themed commercials to the ad agencies he spoke to daily for work, having them submit anything relevant. Before he knew it, Wilke had over 200 commercials for the lecture. Inspired by Vito Russo's seminal history of LGBTQ+ people in film, The Celluloid Closet, Wilke decided to call the lecture The Commercial Closet.

More invitations from other film festivals across the USA and internationally brought attention to the topic and the presentation. Soon, universities and corporations wanted to see the live video program too. And the LGBTQ+-themed commercials kept coming. And coming.

In 1998, Wilke left Advertising Age, and for the next several years worked at WNBC, CBSHealthwatch, and Revolution magazine (published by Haymarket). By this time, the project began attracting support from others, including NY-based Mediapolis and Gnomist, which each offered to design and build a web site pro-bono in support of the unusual content. Gnomist created The Commercial Closet's original logo in lavender and black and white. Then, as New York chapter president of the National Lesbian & Gay Journalists Association (NLGJA), Wilke met Michael Collins, a major investor in the project, who decided that the project should become a fulltime nonprofit organization. And the LGBTQ+-themed commercials kept coming.

Wilke left Revolution in December 2000 and started The Commercial Closet project as a fulltime nonprofit venture. In May 2001 the project launched its web site with the world's largest Ad Library of LGBTQ+-themed advertisements from over 35 countries and its Positive, Negative, Equal and Gay Vague rating system for commercials. ("Gay vague" was a term coined by Wilke in 1997 at Advertising Age, while writing about the Volkswagen "Da, Da, Da" commercial with two men and chair in the hatchback.) "Stereotype" was later added as a fifth category. And the LGBTQ+-themed commercials kept coming.

Within a year, Wilke attracted a board of industry professionals to help guide and lead the project. In 2004, the annual Images In Advertising Awards was launched, as well as the corporate honors program. In 2007, The Commercial Closet modified its name to Commercial Closet Association to emphasize that it was a nonprofit organization and introduced a striking new logo designed by ad agency Impax Marketing Group of Philadelphia.

Today, the LGBTQ+-themed commercials still keep coming and AdRepect is here to house them. This website incorporates Michael Wilke’s independent work since 1996 and that of his brainchild, Commercial Closet Association. The AdRespect ad library contains over 6,000 images from around the world and has been accessed over 10 million times online, with over 100,000 monthly unique visitors, and is widely cited in college textbooks.

AdRespect promotes advertising that respects diversity, gender identity/expression, and sexual orientation for a more accepting society and better business results.