Free to Air TV tops gambling advertising

Free to Air TV tops gambling advertising

Media watchdog the Australian Communications & Media Authority has found $238.63 million was spent on advertising on free-to-air TV (in metro and regional TV markets), metro radio and online.

ACMA commissioned Nielsen to survey all gambling advertisements on radio, television and online (including social media) platforms between May 2022 and April 2023.

Over 1 million gambling ads aired on free-to-air TV (metro and regional) and metro radio, with 50% (502,800 spots) from gambling providers offering online gambling services (online gambling providers).

51% (256,200 spots) of the total gambling ads on metro free-to-air TV were ads by online gambling providers.

58% (196,400 spots) of the total gambling ads on regional free-to-air TV were by online gambling providers.

Free-to-air TV is the market with the greatest ad spend. 68% was spent in free-to-air TV markets ($133m on metro and $29m on regional), 15% was spent on social media ($34.6m), 9% in metro radio markets ($22.4m) and 8% on other online platforms (websites and apps) ($19.5m).

Gambling advertising spots on free-to-air TV peak in the evenings. 22% of gambling ads shown on free-to-air TV were aired between 7 and 10 pm. Between 9 and 10 pm saw the highest number of ads airing in both metro (41,300) and regional (35,800) TV markets.

In the 12 months between May 2022 and April 2023, over half a million (504,100) gambling ads aired on metro TV:

51% were ads by online gambling providers (256,200 spots)
20% were ads for lotteries (99,500 spots)
17% were ads for lottos (84,000 spots).

1697654484 559 Free to Air TV tops gambling advertising | The Muscogeecreek Nation

Advertisements from providers of online gambling services increased in the evening and peaked in the 9 to 10 pm hour, with 24,000 spots airing in the 12-month period.

1697654484 164 Free to Air TV tops gambling advertising | The Muscogeecreek Nation

The findings came ahead of the federal government ruling on recommendation to ban all gambling advertising from online bookmakers within three years.