Why Free Media is The Preferred Advertising Space For AU Casinos

While Australia in the past has considered a full ban on all gambling advertising, there is still much going on with gambling advertising in Australia, whether it’s for new casinos or betting.

Companies that offer betting services in Australia seem to really like advertising on public TV and radio. A detailed study supported by the Australian Communications and Media Authority (ACMA) found that over one million betting ads were shown on public channels from May 2022 to April 2023.

The Competitive Media Scene

The media in Australia is becoming more and more competitive, especially for gambling companies. This study shows how these companies are advertising, with a focus on online betting services. During the year-long study, a large number of betting ads were shown on public TV and city radio stations. Notably, half of these ads came from online betting companies.

Regional Differences

There are clear differences in how companies advertise in various parts of Australia. In regional areas, 58% of all betting ads on public TV came from online services. In city areas, online services also had a strong presence, making up 51% of all betting ads.

Where Is the Money Spent?

Public TV is clearly the main focus for advertising spending, taking up 68% of the total budget. The data shows that AUD$133 million was spent on city public TV and AUD$29 million on regional public TV.

Social media platforms only got 15% of the total advertising budget, with a spending of AUD$34.6 million. City radio and other online platforms followed, with 9% (AUD$22.4 million) and 8% (AUD$19.5 million) respectively.

Timing of Ads

The study found that most betting ads are shown between 7 p.m. and 10 p.m., with the highest number appearing between 9 p.m. and 10 p.m. Online betting companies, in particular, increase their advertising during this hour. This has raised concerns about the impact on people who may be more vulnerable to such ads.

A separate ACMA study showed that 70% of adult Australians watch public TV each week. This is a 6% increase from the previous year and the first increase in six years.

Possible New Rules

Australian lawmakers are considering a new plan to slowly remove all betting advertising over three years. The discussion is focused on finding a balance between helping businesses grow and keeping the public safe from the negative effects of gambling.

The Arguments

Those in favour of removing the ads say it could improve public health by reducing risks of addiction and protecting vulnerable people. Those against it say that a full ban could make it hard for people to tell the difference between legal and illegal betting platforms, which could actually make the problem worse.

The proposed ban could also hurt public TV and radio by taking away a big source of their funding, which could lower the quality of shows and even lead to some stations closing down.

As we move forward, the main question is how to balance the need for business growth with the importance of public safety.