Using Nielsen Ad intel data, the research found that more than one million gambling ads aired on free-to-air TV and metro radio in this time.
These results come at the same time as gambling advertisers are under intensified scrutiny over broadcasting practices. The AFL was recently criticised for promoting bets that had an 85 percent loss rate, and a parliamentary report released earlier this year recommended comprehensively banning gambling ads within three years.
Australians lose $25 billion on legal forms of gambling gabon telemarketing database every year – the most in the world per capita. Around 73 percent of Australian adults gambled at least once in the 12 months from July 2021 to July 2022. Online gambling is an increasingly dominant gambling subset, with Australians losing the most money to online gambling, per capita, in the world.
Australians are participating in online gambling at a growing rate, increasing from 12.6 percent in 2010 to 30.7 percent in 2019.
This is reflected in the report’s findings on online gambling advertising: of the one million gambling ads aired on free-to-air TV and metro radio, 50 percent (502,800 spots) were from gambling providers offering online gambling services.
Over half (51 percent) of total gambling ads on free-to-air TV (256,200 spots) were by online gambling providers, rising to 58 percent for regional free-to-air TV (196,400 spots).
Compared with all gambling advertisers, providers of online gambling services also spent the most on free-to-air TV with 64 percent of the total. The next closest advertiser type is lotteries and raffles, which represents a smaller 12 percent of total gambling ad spend.
Gambling ads target key markets and time slots
Most advertising spend is targeted toward free-to-air TV markets, which command 68 percent of the total ($133 million on metro and $29 million on regional).
Social media was the next biggest contributor at 15 percent ($34.6 million), followed by metro radio markets at nine percent (22.4 million) and then general display (websites and apps) at eight percent (19.5 million).
ACMA’s report also used Nielsen Ad intel data to plot when gambling ad spots were aired by time of day.
Almost a quarter of all ads aired between 7pm and 10pm, with the highest number of ads airing between 9pm and 10pm in both metro (41,300) and regional (35,800) TV markets.
For metro radio, gambling spots were concentrated during morning and evening commute times. Between 6am and 8am 27,200 ads were aired, and between 5pm and 6pm there were 16,300.
The full report released by ACMA can be viewed here.
With the Paris 2024 Paralympic Games set to commence in 282 days, leading digital outdoor media company QMS has now announced it is the Official Media Partner of Paralympics Australia.
QMS will work closely with Paralympics Australia to promote the Paris 2024 Summer Paralympics. The event will span 12 days from 28 August to 8 September, and promises to be the biggest and best Games in history.
The news follows the announcement that QMS is also the Official Outdoor Media Partner of the Australian Olympic Team for both the Paris 2024 Olympics Games and the 2026 Olympic
Winter Games to be held in Milan-Cortina, Italy.
QMS plans to use their Olympic screen network to showcase groundbreaking content from the 2024 Paralympics for key Paralympics Australia partners. The Olympic screen network is set to run across the company’s best digital large format, City of Sydney, Impulse and Gold Coast street furniture assets.
The digital network will be used to bring the latest news and stories from the Paralympics and Olympics to more Australians as they unfold in real-time.
“We are honoured to be Paralympics Australia’s Official Outdoor Media Partner for the Paris 2024 Paralympic Games,” says John O’Neill, QMS chief executive officer.
“In addition to our partnership with Paralympics Australia, our Australian Olympic Committee partnerships will bring the news of our talented Australian athletes competing in Paris to the streets of Australia.”
Paralympics and QMS aim for new highs
Announcing their vision for Paris 2024 at the Sydney Opera House, QMS also introduced five Olympians to talk about their Olympic experiences and aspirations for Paris: Steve Solomon (athletics), Melissa Wu (diving), David McKeon (swimming), Cameron Girdlestone (rowing) and Rachael Gunn (breaking).
With over 180 National Paralympic Committees expected to take part, Paris 2024 is set to be the biggest Paralympic Games ever, beating the record set at London 2012.
More than 4400 athletes with high support needs will compete. The Games will also feature a record 235 medal events for women.
“Next year’s Paralympics will be the first in Europe since London 2012 and the International Paralympic Committee has vowed to deliver the most spectacular Paralympics ever. With less than a year to go, we can’t wait to be part of it,” says Mark Fairhurst, QMS executive general manager.
QMS’ partnership with the Games presents an opportunity for brands to showcase their offerings, with Paris 2024 screen network partnership opportunities now open.
The partnership comes amid recognition that there should be increased disability representation, inclusion and accessibility in Australian advertising and media, championed in the recent launch of the Shift 20 Initiative.
“The response from marketers and agencies to our Olympic partnerships for the Paris 2024 Olympics Games has been very strong and we’re expecting the same level of support and excitement for the Paris 2024 Paralympic Games,” says Fairhurst.