Gambling advertising spend increases in Australia


New figures released this week reveal that the gambling industry in Australia has dramatically increased its advertising spend in recent months, despite new restrictions.

According to research produced by Standard Media Index and reported in the Australian media, the amount of money spent on gambling advertising grew by 26 percent to $140 million during the year to July 2018. This growth occurred despite the introduction of tougher regulations around television and online gambling betting, which were introduced earlier this year.

The figures produced by Standard Media Index figures showed that there had been a significant increase in year-on-year gambling advertising spend in all of the major channels. The biggest growth, of 121 percent, came in the newspaper sector, while gambling ad spend rose by 84 percent in cinema and 60 percent in the outdoor marketing sector. And despite the heavier restrictions on when gambling ads can be broadcast, gambling firms increased their spending on television advertising by 15 percent between July 2017 and July 2018.

Major sporting events

Speaking about the figures, the managing director of SMI ANZ, Jane Ratcliffe, said that two factors in particular helped to override the effects of the tougher regulatory regime:

“Gambling ad spend has no doubt been buoyed by the number of major sporting events in the first half of the year, and also increased competition within the sector.”

In recent months, the Australian government has taken measures to tighten the regulation around when gambling ads can be broadcast both online and on television. The new regulation, often described as the ‘whistle to whistle’ rule, prevents gambling ads being broadcast during any live sporting event taking place between 5 am and 8:30 pm.

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