• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV
      • TV Execution
      • Press
      • Radio
      • Inserts
      • Door to Door
      • Outdoor
      • DRTV
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / TV / Betting firms agree to advert ban during live sport

Betting firms agree to advert ban during live sport

18th January 2019 by Ryan Knowles

Whilst young adults continue to be the most sought-after audience for many businesses to target, the news of the recent ‘Whistle to Whistle’ ban on gambling advertising should increase access to this audience. Gambling firms currently pay a premium of up to ten times the going rate to access this content, with deals agreed at auction ahead of each football season. However, this change will see almost a quarter of inventory become available, likely at a much lower cost, though it is yet to be known how broadcasters will react to this loss in revenue.

Gambling firms voluntarily agreed to the ban, which will see all gambling related ads banned 5 minutes before and after all pre-watershed live sporting events (excluding horse racing and greyhounds), coming into place in August 2019.

This has come as a result of recent concerns around the frequency of ads within such content and the potential excessive exposure to children watching live sport.

Statistics around live football matches highlight just how heavily gambling advertisers target this content
• On average, 20% – 25% of impacts delivered during live football on Sky are gambling ads
• Whilst on BT Sport this is slightly lower at 10% – 15%
• Over 90 minutes of gambling adverts were aired during the World Cup on ITV
• Circa 25% of impacts delivered during live sports programming are against 16-34 adults

All Response Media viewpoint
There are some interesting implications from this, most notably the ban will free up a significant proportion of inventory during live sport for other advertisers who rely on younger audiences. But at what cost will this inventory be accessible?

There will no doubt be a reaction from broadcasters, with reports suggesting they had shown more resistance to news of the ban than the gambling firms. After losing a significant share of their revenue alongside seeing a decline in impacts in recent months, it will be interesting to see just how Sky reacts to the ban. It would be no surprise to see other advertisers suffer as a result, with the most obvious being an increased premium to access this content to compensate for the loss of revenue.

This ban is just another step taken towards regulating the gambling industry, with growing concerns about the number of problem gamblers in the UK. The thinking is that this will be just one of many steps planned for 2019 in order to further restrict gambling firms’ access to advertising platforms.

Read more information on our TV services.

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy