Spending on advertising on wagering has stayed strong during the coronaviris crisis.
Nielsen, in an insights article about wagering ad spend, says these advertisers have to navigate complex marketing regulations, meaning campaigns and offers can only run on certain platforms and at certain times.
Wagering companies often look to partner with sporting bodies through sponsorship, such as the TAB Everest and Ladbrokes Cox Plate, Sportsbet’s partnerships with the AFL and NRL, and club deals such as Neds with the Brisbane Lions and Unibet with the Sydney Roosters.
Nielsen’s Ad Intel data shows that the advertising outlay of the wagering sector has has growth over the past three years.
This significant marketing spend is seemingly having a direct impact on the habits of the Australian consumer, particularly in the key target demographic of young males.
Data from Nielsen’s Consumer & Media View (CMV) shows the number of Australian males who have gambled online in the past 12 months has grown to 30% (2020) from 27% (2018).
This growth is more pronounced for males aged 25-39, with the number of those who have gambled online in the past 12 months increasing to 47% (2020) from 40% (2018).
"With the unique nature of 2020 seeing football finals and spring racing condensed into the same calendar, it seems likely the wagering industry’s traditional spring marketing blitz will be shorter than previous years, though perhaps with a higher peak," says Nielsen.
"Whatever action happens on the field and on the track this spring, the omnipresence of wagering advertising seems like a safe bet."
The top spenders in the wagering sector:
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