A comprehensive study commissioned by the Australian Communications and Media Authority (ACMA) revealed that gambling companies that target the Australian market, are more inclined to promote their services on free-to-air (FTA) TV and radio channels. As previously reported by Casino Guardian, the free airwaves aired more than one million gambling ads from May 2022 to April 2023.
The media landscape of the country turned into a battleground for gambling companies fighting for customer attention. The aforementioned research provided more information about the advertising strategies used by gambling operators, with special insight into the prominence of the online gambling market and the services available in it.
Reportedly, gambling adverts flooded the FTA TV and metro radio channels during the 12 months between May 2022 and April 2023. Online gambling providers have contributed significantly to this trend, with about half of these advertisements originating from such companies.
Online Gambling Businesses Battle Over Increased Presence on FTA TV and Radio Channels
There seems to be a pronounced regional difference, with 58% of the overall number of gambling adverts on regional free-to-air television channels originating from online gambling businesses. When it comes to the metro landscape, online gambling companies still dominate, with 51% of the overall number of FTA TV ads originating from the online gambling sector.
The research commissioned by the Australian Communications and Media Authority found that, financially, free-to-air television emerged as the prime battlefield for advertising spend, accounting for up to 68% of the overall spending. The survey unveiled AU$133-million spending on metro free-to-air television channels and AU$29-million spending on their regional counterparts.
Social media, on the other hand, accounted for only 15% of the advertising expenditures, or AU$34.6 million. Metro radio markets and their online platforms accounted for 9% (or AU$22.4 million) and 8% (or AU$19.5 million) of the spending, respectively.
Distinctive Temporal Distribution Pattern of Gambling Advertising Found
The ACMA revealed there is a distinctive pattern in the temporal distribution of gambling adverts. Gambling operators seem to be fighting to establish their presence in the evening broadcasts, with 22% of gambling adverts flooding free-to-air television channels from 7:00 PM to 10:00 PM.
The culmination point occurs between 9:00 PM and 10:00 PM, with advertising on both metro and regional television markets experiencing a significant increase. Online gambling service providers expanded their outreach during this hour, with 24,000 adverts being aired at the time, triggering concerns regarding the spots’ potential impact on vulnerable people.
As previously reported by Casino Guardian, Australian lawmakers are considering the implementation of stringent measures on gambling adverts in the country. The decision is still not finalised, but the discussion has triggered a heated debate regarding the balance between public well-being and the interests of the gambling sector.
The competent authorities have been contemplating the more radical proposal amid the growing concerns about the increasing influence of gambling adverts on vulnerable people, mixed with online gambling services’ rise in popularity.
- Author
Olivia Cole
