Australian marketing spend up triple digits despite ad blackout
Newspaper advertising grows by 121% after strict marketing regulations are imposed on TV and online streaming
Advertising investment in the Australian gambling market has grown 26% year-on-year to A$140m, despite the implementation of tougher restrictions on betting adverts throughout 2018.
In Standard Media Index figures reported by Australian news outlet, AdNews, the increase was driven by a 121% upturn in newspaper advertising, as well as an 84% rise in cinema adverts, as well as 60% growth in outdoor billboards and banners.
TV advertising spend also increased by 15% despite laws blocking gambling adverts between 5am and 8.30pm, including a blackout period of 30 minutes before and after live sporting events.
In the month of July alone, gambling advertising revenue in Australia grew 30% year-on-year as a result of growth across TV, digital, outdoor and radio.
Standard Media Index MD Jane Ratcliffe told AdNews: “Gambling ad spend has no doubt been buoyed by the number of major sporting events in the first half of the year, and also by the increased competition within the sector.”
In August, the Australian Communications and Media Authority (ACMA) extended the gambling advertising watershed regulations to online streaming services.