ACMA: Gambling advertisers spend $238.63 million in Australia

By AdNews | 18 October 2023
Credit: DEAR via Unsplash

Two-thirds (68%) of spend by gambling advertisers was on free-to-air TV markets ($133m on metro and $29m on regional) between May 2022 and April 2023, research from the ACMA has found.

Social media ($34.6m) represented 15%, 9% in metro radio markets ($22.4m) and 8% on other online platforms (websites and apps) ($19.5m).

More than n1 million gambling ads aired on free-to-air TV (metro and regional) and metro radio, with 50% (502,800 spots) from gambling providers offering online gambling services (online gambling providers) over the period.

Half (51%, 256,200 spots) of the total gambling ads on metro free-to-air TV were ads by online gambling providers, while 58% (196,400 spots) of the total gambling ads on regional free-to-air TV were by online gambling providers.

$238.63 million was spent on gambling advertising on free-to-air TV, metro radio and online (including social media) between May 2022 and April 2023. 

A fifth (22%) of gambling ads shown on free-to-air TV were aired between 7 and 10 pm.  Between 9 and 10 pm saw the highest number of ads airing in both metro (41,300) and regional (35,800) TV markets.

Metro radio’s peak times for gambling advertising were during the morning and evening commuting hours (6 to 8 am and 5 to 6 pm).

The research used Nielsen’s Ad Intel data and covers free-to-air metropolitan and regional TV, metropolitan radio and online (websites, apps and social media) between May 2022 and April 2023. It does not include advertising on subscription (pay) television.

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