The Australian Communications and Media Authority (ACMA) has published a report on gambling advertising in Australia revealing that online gambling providers are the most prolific advertisers in the industry.
The latest report was created using Nielsen Ad intel data and provides an overview of the volume and spend on gambling advertising in Australia between the period May 2022 and April 2023. The data does not include ads aired on subscription TV channels.
Key findings
- Over 1 million gambling ads on free-to-air TV during reporting period.
- Ads for online gambling providers made up 50% of all TV ads.
- Free to air TV has the highest ad spend for gambling products and services.
- TV ads for gambling peak during the evening (9-10pm).
- Radio ads for gambling peak during commuter hours (6-8am and 5-6pm).
Gambling Ad Spend
- AU$238.63 million spent on gambling advertising on free-to-air TV, metro radio and online during reporting period.
- Online gambling providers spent the most on advertising accounting for 64% of the total ad spend.
- Advertising for land-based gambling only accounted for 9% of the total ad spend.
- 68% (AU$162 million) of all ad spend was used in free-to-air TV markets
- 15% (AU$34.6 million) was spent on social media
- 9% (AU$22.4 million) was spent in metro radio markets
- 8% (AU$19.5 million) was spent on other online platforms (websites and apps).
In its report the ACMA stated:
“Now, at a time of heightened interest in the impact of gambling advertising, as seen through the House of Representatives Standing Committee on Social Policy and Legal Affairs inquiry, we consider this research a useful contribution to the broader debate on any policy or regulatory reform in this area.”
It also noted that the research may be be used to inform:
“…broader government considerations of potential gambling reforms by offering insights into recent trends in the Australian market for gambling advertising, and industry considerations to revise its codes of practice.”
Although not within the reporting period the ACMA noted that around 73% of Australian adults gambled at least once in the 12 months from July 2021 to July 2022.
According to the latest Global Gambling Statistics, Australians have the highest gambling losses per person in the world. Each year the average gambler loses approximately AU$1870 ($1200/€1118).
Ciaran has been working within the Gambling Industry as a deep analyst since 2019. His deep knowledge and understanding of all the gambling regulations, and processes makes him a true asset, and an always valuable point of view for Gambling Industry News, allowing us to cover every topics from a brand new perspective.