TV gambling ads up 14% in Sweden
January figures released by Mediavision revealed TV advertising was at a record high
TV gambling advertising in Sweden reached record numbers in January, growing 14% across local TV channels including TV3, TV4 and Kanal 5.
Figures released by Swedish media analysts Mediavision showed total delivered target rating points (TRPs) were 2% above the same period last year.
TRPs are views among the target audience divided by number of people in the target audience, multiplied by 100.
In a breakdown of local broadcasters, TRPs were up 8% on Bonnier Broadcasting, 21% on Discovery Networks and 24% on NENT Group.
In a brief vertical breakdown, January’s online casino reach ranked toward the lower end of the scale compared to other forms of gambling.
Mediavision analyst Sixten Ekstron said: “The increased frequency in advertising indicates potential growth of the segment.
“Furthermore, the ongoing debate regarding gambling advertising mainly stems from online casino ads, as the casino segment is subject to the most aggressive advertising.”
Swedish Minister of Civil Affairs Ardalan Shekarabi has challenged the industry to curb “aggressive” advertising of gambling by 31 March or face tougher regulations.
This week, LeoVegas joined 888, Hero Gaming, Cherry and Genesis Global in being investigated by the Swedish Consumer Agency for questionable advertising practices.