Australian Bookmakers Spending Big on Sports Betting Ads
New figures revealed in a report compiled by a leading media buyer have revealed that Australian bookmakers spent $125 million, an additional 25 percent, on gambling advertisements in the second half of the year ending June 30, 2016, compared to the same period the year before.
Even so, these figures are believed to be a gross underestimation as they do not take into account pay-TV where a high volume of ads for betting operators are aired during sporting events.
Irish-owned Sportsbet was the biggest spender when it came to gambling ads, spending almost $38 million, an increase of almost 20 percent compared to the same time last year. UK-based Ladbrokes and Australia’s Crownbet came in second, each spending around $20 million. Australia’s Tabcorp followed closely behind, spending around $18 million, while Tatts spent around $8 million.
Sportsbet recently recorded a 35 percent rise in sales and marketing spending which it attributed to “both to our ongoing substantial investment in media asset and from asset and some significant cost inflation driven by the increasingly competitive environment.”
These figures are expected to be used by Senator Nick Xenophon in his attempts to get the government to ban gambling ads during the broadcasting of sporting events during hours that children are viewing TV.
An insider in the industry stated that the “tsunami of betting advertising has now reached a tipping point where children talk in odds rather than overs.”
“Unless something is done to rein these cowboys in, something will be done on behalf of the community. Some of these companies are spending money on ads faster than they are making it.”
March 23, 2017