Date: October 19, 2023, 06:47h.
Last Updated: October 19, 2023, 06:47h.
Operators targeting the Australian market show a strong preference for free-to-air (FTA) TV and radio, according to a study conducted by Nielsen on behalf of the Australian Communications and Media Authority (ACMA). The study reveals that over one million gambling advertisements were aired on FTA from May 2022 to April 2023, shedding light on the advertising strategies of gambling providers, with a particular focus on online gambling services.
The study reveals that FTA TV and metro radio channels were flooded with gambling ads during this 12-month period, with online gambling providers contributing to 50% of these advertisements. In the regional FTA TV landscape, online gambling providers accounted for 58% of total gambling ads, while in the metro landscape, they comprised 51% of total gambling ads on FTA TV.
Financially, FTA TV emerged as the primary battleground for advertising spend, capturing 68% of the total expenditure. Metro FTA TV accounted for AUD133 million (US$83.84 million) of the expenditure, while regional FTA TV accounted for AUD29 million (US$18.28 million).
In contrast, social media only claimed 15% of the share with an expenditure of AUD34.6 million (US$21.81 million). Metro radio markets and other online platforms secured 9% (AUD22.4 million, or US$14.12 million) and 8% (AUD19.5 million, or US$12.29 million) of the total expenditure, respectively.
An analysis of gambling ads reveals a clear pattern. The prime time for gambling ads on FTA TV is between 7 and 10 p.m., with a peak occurring from 9 to 10 p.m. Online gambling providers significantly increase their advertising during this hour, with 24,000 spots airing, raising concerns about the impact on vulnerable audiences.
FTA TV remains a popular choice among Australian consumers, with a study by ACMA showing that 70% of the adult population watches FTA TV each week. This marks a 6% increase from last year and the first increase in six years.
Possible Ban on Gambling Ads
Australian lawmakers are considering a phased, three-year roll-out of a complete ban on gambling advertising. While a decision is still pending, the topic has sparked a heated debate regarding the balance between commercial interests and public well-being.
This proposed ban comes in response to concerns about the pervasive influence of gambling ads on vulnerable populations and the growth of online gambling services. Lawmakers are grappling with finding a balance between supporting business growth and protecting the public from potential harm associated with excessive gambling.
Supporters of the ban highlight the potential benefits for public health and well-being, arguing that it could mitigate the risks of addiction and protect vulnerable individuals.
Opponents of the ban believe it would do more harm than good. They argue that a complete ban could make it difficult for consumers to differentiate between licensed and unlicensed platforms, potentially leading to an increase in gambling problems.
Furthermore, the ban would impact FTA broadcasters, resulting in a loss of revenue and potentially leading to lower-quality programming and the closure of some FTA options.