Rising Tide of Gambling Ads Flood Australian Media

In the 12 months leading up to April 30, 2023, Australian viewers and listeners were exposed to an astounding number of gambling advertisements. More than one million of these ads were broadcast, with a significant 50% focusing on online gambling operators. These eye-popping statistics reveal the extensive presence of gambling promotions in the country's media landscape.

The report's findings indicate that online gambling operators were responsible for a substantial portion of these advertisements. Out of all the ads on free-to-air television and metro radio, 50% came from licensed online gambling operators, totaling an impressive 502,800 ads. Notably, online gambling ads dominated metro free-to-air TV, making up 51% of all advertisements, equating to 256,000 ads. Metro TV also featured 20% of lottery advertisements (99,500) and 17% of lotto ads (84,000). The remaining ads focused on various other gambling services, including on-premises gambling and horse, harness, and greyhound racing.

Regional TV also saw its share of gambling advertisements, accounting for 34% of the total. Of these, 58% (196,400) were dedicated to online gambling, while 16% featured lotteries, raffles, and instant lotteries (52,600), and 15% promoted lotto (49,600).

In the realm of metro radio, 16% of gambling advertisements aired. Among them, online gambling ads comprised 31% (50,200) of the total, with the remainder divided among lotteries, raffles, instant lotteries, and other services, including horse racing and on-site gambling.

The spending on gambling advertising reached a staggering AU$238.6 million, with online operators accounting for 64% of the total spending in the 12-month period. Lotteries, raffles, and instant lotteries made up 12% of the expenditures, on-site gambling contributed 9%, lotto 8%, and horse racing and other forms of gambling each represented smaller portions at 3% and 4%, respectively.

Metro TV emerged as the leading platform for these advertisements, attracting 56% of the total spending, equivalent to $133.0 million. Social media followed with 15% ($34.6 million), then regional TV with 12% ($29.0 million), and metro radio with 9% ($22.4 million). An additional $19.5 million was spent on general display ads, such as those on websites and apps.

Regarding the timing of these ads, there was a consistent pattern between metro and regional TV. Advertisements peaked between 9pm and 10pm, with 41,300 on metro TV and 35,800 on regional TV. This trend was influenced by Australian laws prohibiting gambling ads during live sports events between 5am and 8.30pm, which also applied to radio and streaming services.

Metro radio saw an earlier peak in gambling ads, around 6pm, with 12,100 ads broadcast. There was also a smaller peak during the morning rush, between 6am and 8am, when most people were commuting to work.

Online gambling operators exhibited a similar pattern in their advertising. Across regional TV, online gambling ads peaked at around 10pm, with 25,200 ads, and at 9pm on metro TV with 24,000 ads. Metro radio had its peak at 6pm, with 5,100 ads.

The ACMA report should be noted for its exclusive focus on television and radio advertising, excluding other forms such as print, billboards, and cinema promotions. These findings come amid increasing scrutiny of the impact of gambling advertising on individuals and society, marking a critical moment in the broader discussion surrounding policy and regulatory reforms in this area.