Betting odds and advertising for betting agencies during sports broadcasts Community research JULY 2013

Transcription

1 Betting odds and advertising for betting agencies during sports broadcasts Community research JULY 2013

2 Canberra Purple Building Benjamin Offices Chan Street Belconnen ACT PO Box 78 Belconnen ACT 2616 T F Melbourne Level 44 Melbourne Central Tower 360 Elizabeth Street Melbourne VIC PO Box Law Courts Melbourne VIC 8010 T F Sydney Level 5 The Bay Centre 65 Pirrama Road Pyrmont NSW PO Box Q500 Queen Victoria Building NSW 1230 T F Commonwealth of Australia 2013 This work is copyright. Apart from any use as permitted under the Copyright Act 1968, no part may be reproduced by any process without prior written permission from the Commonwealth. Requests and inquiries concerning reproduction and rights should be addressed to the Manager, Editorial Services, Australian Communications and Media Authority, PO Box Law Courts, Melbourne Vic Published by the Australian Communications and Media Authority

3 Executive summary 1 About the research 1 Key findings 1 Introduction 5 Background 5 Note on terminology 6 Australians interest in sport 7 Placing bets on sports events 8 Recall of betting odds and advertising for betting agencies 10 Perceptions of change in levels of advertising for betting agencies and presentation of betting odds in the last 12 months 12 Impact of the presentation of betting odds on viewer/listener experience 14 Attitudes towards presentation of betting odds and advertising for betting agencies 16 Support for restrictions 21 Conclusion 26 Research methodology 27 National survey conducted by Newspoll 27 Appendix A Newspoll Questionnaire 29 Appendix B Audiences for live sport broadcasts on FTA and subscription television in Top-rating live sport broadcasts on FTA television in Top-rating live sport broadcasts on subscription television in Children and young people s viewing of live sport broadcasts on FTA television in About the data 38

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5 Executive summary About the research Research conducted by Newspoll In May 2013, the Australian Communications and Media Authority (the ACMA) commissioned Newspoll to undertake research on community attitudes to the promotion of betting odds and advertising for betting agencies during live sport broadcasts and sport-related television programs. The research was conducted with a nationally representative sample of 1,225 Australians aged 18 years and over. Interviews were conducted by telephone as part of a regular Newspoll omnibus survey between 15 and 21 May Audiences for live sport broadcasts To provide context for the survey findings on community attitudes, audience data for live sport broadcasts on free-to-air (FTA) and subscription television in 2012 was sourced from OzTAM Pty Limited. Key findings Australians highly interested in sport Sport and sport-related programs are popular with Australians 62 per cent of respondents reported that they watched live sport on television at least once a month. Thirty-five per cent watched sport-related television programs (such as The Footy Show or AFL Insider) and 29 per cent listened to live sport on the radio at least once a month. OzTAM audience data shows that live sport broadcasts, in particular the AFL (Australian Football League) and NRL (National Rugby League), were very popular with Australian FTA television audiences in The top-rating live sport broadcast on FTA television in 2012 was Seven s AFL Grand Final Hawthorn vs Sydney with an average audience of 2,962, This was the fourth highest rating FTA television program overall for According to OzTAM audience data, broadcasts of the AFL and NRL on FTA television were also popular with children and young people in Seven s AFL Grand Final Hawthorn vs Sydney was the top-rating live sport broadcast for children aged five to nine years, with an average audience of 109,000. This was the fifth highest rating program on FTA television in 2012 for five to nine-year-olds. The top-rating live sport broadcast for both children aged 10 to 12 years and young people aged 13 to 15 years was the State of Origin Rugby League QLD v NSW Third Match, with an average audience of 94, to 12-year-olds and 92, to 15-year-olds. This was the fifth highest rating program on FTA television in 2012 for both these age groups. Perceptions of change in levels of advertising for betting agencies and presentation of betting odds in the last 12 months Two-thirds (66 per cent) of respondents thought that promotion of betting odds and advertising for betting agencies had increased in the 12 months to May Sixteen per cent reported levels had stayed the same and one per cent thought levels had decreased. 1 Source: OzTAM Pty Limited.

6 Regular sports viewers and listeners were more likely than the general public overall to report that promotion of betting odds and advertising for betting agencies had increased in the last 12 months: 77 per cent of respondents who watched live sport on television at least once a week reported that this type of advertising had increased similarly, 81 per cent of respondents who listened to live sport on the radio at least once a week thought that promotion of betting odds and advertising for betting agencies had increased. Among respondents who watched or listened to live sport broadcasts, around half (51 per cent) reported that the displaying or reading of betting odds made no difference to their experience of the sports event. Four in 10 (41 per cent) reported that it disrupted or worsened their experience of the event, and three per cent said it improved the experience. Attitudes towards betting odds and advertising for betting agencies Respondent attitudes were similar whether the issue was betting odds or advertising for betting agencies, and across both live sport broadcasts and sportrelated television programs: two-thirds (66 per cent) of Australians indicated that they found promotion of betting odds during live sport broadcasts unacceptable around six in 10 (62 per cent) Australians found advertising for betting agencies during live sport broadcasts unacceptable similarly, 63 per cent found the presentation of betting odds during sport-related television programs, such as The Footy Show or AFL Insider, unacceptable 61 per cent found advertising for betting agencies during sport-related television programs unacceptable the majority of these respondents reported that promotion of betting odds and advertising for betting agencies was not at all acceptable.

7 Figure 1 Attitudes towards the presentation of betting odds and advertising for betting agencies during live sport broadcasts and sport-related television programs Presentation of betting odds during live sport broadcasts 49% 16% 16% 11% 7% Presentation of betting odds during sportrelated television programs 45% 18% 19% 12% 7% Advertising for betting agencies during live sport broadcasts 46% 16% 20% 9% 10% Advertising for betting agencies during sportrelated television programs 44% 17% 20% 10% 9% 0% 20% 40% 60% 80% 100% Not at all acceptable Not very acceptable Somewhat acceptable Completely acceptable Don't know/neither Base: Australian adults aged 18 years+ (N=1,225) Question: D14 Do you personally find the displaying or reading of betting odds during live sports broadcasts acceptable or not acceptable? IF ACCEPTABLE: Is that completely acceptable or somewhat acceptable? IF NOT ACCEPTABLE: Is that not at all acceptable or not very acceptable? Question: D15 Do you personally find the displaying of betting odds during sport-related television programs or sports analysis panel programs such as The Footy Show or AFL Insider acceptable or not acceptable? Question: D8 Do you personally find advertising for betting agencies during live sports broadcasts acceptable or not acceptable? Question: D9 Do you personally find advertising for betting agencies during sport-related television programs or sports analysis panel programs such as The Footy Show or AFL Insider acceptable or not acceptable? Note: Percentages in figures and tables do not always sum to 100 per cent due to rounding. Younger Australians were more tolerant of betting odds and advertising for betting agencies. Around half of adults aged 18 to 34 years reported that presentation of odds and advertising for betting agencies during live sport broadcasts and sportrelated television programs was acceptable. Support for restrictions The majority of Australians (around eight in 10) were in favour of restricting the time of day when betting odds and advertising for betting agencies can be broadcast, and reducing the amount of odds and betting advertising during live sport broadcasts. The level of support for restrictions was similar whether the issue was betting odds or agency advertising. The level of support for time of day and amount restrictions was also similar.

8 Figure 2 Support for restrictions on the presentation of betting odds and advertising for betting agencies during live sport broadcasts Restrictions on the time of day when betting odds can be broadcast 85% 10% 5% A reduction in the number of times betting odds are allowed during live sport broadcasts 80% 13% 8% Restrictions on the time of day when advertising for betting agencies can be broadcast 85% 10% 5% A reduction in the amount of advertising for betting agencies allowed during live sport broadcasts 78% 13% 10% 0% 20% 40% 60% 80% 100% In favour Against Neither/don't know Base: Australian adults aged 18 years+ (N=1,225) Question D19: Thinking about changes that could affect the way advertising of betting agencies and betting odds are presented during live sports broadcasts. For each of the following, please tell me if you are in favour or against it. Firstly...? Note: Percentages in figures and tables do not always sum to 100 per cent due to rounding. Support for restricting the time of day when betting odds and advertising for betting agencies can be broadcast, and reducing the amount of this type of advertising, was widespread and consistent across demographic groups. Even among groups that were more accepting of betting odds and advertising for betting agencies, a majority supported these types of restrictions: young adults aged 18 to 34 years were just as likely to support time of day and amount restrictions on the presentation of odds and advertising for betting agencies, as the general public overall the majority of respondents who had ever placed a bet on a sports event also supported these types of restrictions. Around three-quarters (74 per cent) of this group supported restrictions on the time of day betting odds can be broadcast. Similarly, 72 per cent supported a reduction in the number of times betting odds are allowed during live sport broadcasts. Around six in 10 Australians supported not allowing any betting odds or advertising for betting agencies during live sport broadcasts, no matter the time of day. Among respondents who found promotion of odds and advertising for betting agencies unacceptable, support for not allowing the broadcast of any betting odds or advertising for betting agencies was higher (around 80 per cent). Regular (weekly) sports viewers were no different to the general public in their attitudes towards betting odds and advertising for betting agencies, and their level of support for restrictions on odds and advertising. Parents of children under the age of 18 were also no different to the general public in their attitudes or support for possible restrictions.

9 Introduction In May 2013, the ACMA commissioned Newspoll to undertake quantitative research into community attitudes about: the promotion of betting odds advertising for betting agencies, during: live sport broadcasts (on television and radio) sport-related television programs. Levels of community support for possible restrictions on the presentation of betting odds and advertising for betting agencies during live sport broadcasts were also investigated. This report presents key findings from the research conducted by Newspoll covering: Australians interest in watching/listening to live sport broadcasts and watching sport-related television programs recall of betting odds and advertising for betting agencies during: live sport and sport-related programs on television live sport on radio the impact of the presentation of betting odds on viewer/listener experience acceptability of betting odds and advertising for betting agencies during: live sport broadcasts sport-related television programs any television program when children are less likely to be watching support for restrictions on the presentation of betting odds and advertising for betting agencies during live sport broadcasts (on television and radio). Newspoll conducted the research with a nationally representative sample of N=1,225 Australians aged 18 years and over. Interviews were conducted by telephone as part of a regular Newspoll omnibus survey between 15 and 21 May For results based on the total sample of N=1,225, there is a maximum sampling error of +/- 2.8 per cent at a 95 per cent confidence level. Only results with statistically significant differences at this level are presented in this report. More information about the research methodology is on page 29 of this report. ACMA staff analysed the survey data supplied by Newspoll and prepared this report. To provide context for the Newspoll survey findings on community attitudes, an analysis of audience data for live sport broadcasts on FTA and subscription television in 2012 is also included at Appendix B of this report. The audience data was sourced from OzTAM Pty Limited. Background Under the Broadcasting Services Act 1992, the ACMA has a key role in the development, registration and interpretation of the broadcasting codes of practice that are developed by television and radio industry groups. This includes ensuring that the codes deliver appropriate safeguards that reflect community standards in a changing media environment.

10 The codes cover a range of matters, including practices relating to the classification and placement of commercials for betting and gambling. For example, Code 6.14 of the 2010 Commercial Television Industry Code of Practice specifies that, except within a commercial broadcast in a news, current affairs, or sporting program, commercials relating to betting or gambling are not to be broadcast during G classification periods. In the first quarter of 2013, media reports indicated increased community concern about gambling advertising during sport broadcasts, particularly FTA television. Citizen complaints to the ACMA indicated similar concerns, particularly for broadcasts of NRL matches on FTA television. The research conducted by Newspoll was commissioned to provide an evidence base on current community attitudes. The key questions addressed in this attitudinal research were: How widespread is community concern and who in the community is concerned about: the presentation of betting odds advertising for betting agencies during live sport broadcasts sport-related television programs? Is concern about betting odds and advertising for betting agencies higher when it is broadcast during live sport broadcasts than when it is in other sport-related programs? Is community concern about promotion of live betting odds in sports programs higher than concern about advertising for betting agencies generally? If there were to be additional controls on the presentation of betting odds and advertising for betting agencies during live sport broadcasts, what types of restrictions would Australians support? Note on terminology In this report live sport broadcast means live sport broadcast on television and radio, unless the text refers specifically to either live sport broadcast on television or live sport broadcast on radio. Sport-related television programs are only broadcast on television.

11 Australians interest in sport Sport and sport-related programs generate a high level of interest in Australia: 62 per cent of adult Australians reported watching live sport on television at least once a month 35 per cent watched sport-related television programs, such as The Footy Show or AFL Insider, at least once a month 29 per cent listened to live sport on the radio at least once a month. Figure 3 Frequency of watching/listening to live sport broadcasts and sport-related television programs Base: Australian adults aged 18 years+ (N=1,225) Question: D1 Thinking now about live sport that is on TV. By live sport on TV we mean any full sports coverage that is shown no more than 4 hours after the actual event. How often do you watch live sport on TV? Would it be...? More than once a week, Once a week, About once a fortnight, About once a month, Less often, Never Question: D2 How often do you listen to live sport coverage on the radio? Would it be...? More than once a week, Once a week, About once a fortnight, About once a month, Less often, Never Question: D3 And now thinking of sport-related television programs or sports analysis panel programs such as The Footy show or AFL Insider. How often do you watch TV shows like this? Would it be...? More than once a week, Once a week, About once a fortnight, About once a month, Less often, Never Demographic differences Men were more interested in watching sport than women, with 57 per cent of Australian men watching live sport on television at least once a week, compared to 34 per cent of women. Watching live sport was popular with Australians of all ages, with very small differences across age groups.

12 Table 1 Percentage of Australians who watched/listened to live sport broadcasts and sport-related television programs at least once a week, by age and gender Australians Men Women yrs+ aged 18yrs+ (n=613) (n=612) (n=121) (n=207) (n=333) (n=285) (n=279) (N=1,225) Live sport on TV 46% 57% 34% 42% 46% 43% 45% 51% Live sport on the radio 18% 25% 11% 18% 15% 19% 19% 17% Sport-related TV programs 24% 30% 18% 24% 30% 27% 20% 18% Question: D1 Thinking now about live sport that is on TV. By live sport on TV we mean any full sports coverage that is shown no more than 4 hours after the actual event. How often do you watch live sport on TV? Would it be...? More than once a week, Once a week, About once a fortnight, About once a month, Less often, Never Question: D2 How often do you listen to live sport coverage on the radio? Would it be...? More than once a week, Once a week, About once a fortnight, About once a month, Less often, Never Question: D3 And now thinking of sport-related television programs or sports analysis panel programs such as The Footy show or AFL Insider. How often do you watch TV shows like this? Would it be...? More than once a week, Once a week, About once a fortnight, About once a month, Less often, Never More information about audiences for live sport broadcasts on FTA and subscription television is included in Appendix B of this report. Placing bets on sports events Around one in eight (13 per cent) respondents reported that they had ever placed a bet on a sports event (not including horse or greyhound racing). Six per cent placed bets on sports events at least once a month. Figure 4 Frequency of placing bets on sports events (not including horse or greyhound racing) Base: Australian adults aged 18 years+ (N=1,225) Question: D4 Thinking about placing bets on sports events not including horse or greyhound racing. How often, if ever, do you place bets on these types of sports? Would it be...? More than once a week, Once a week, About once a fortnight, About once a month, Less often, Never

13 Demographic differences Men (19 per cent) were more likely than women (eight per cent) to have ever placed a bet on a sports event. Young adults aged 25 to 34 years were the most likely to have ever placed a bet (27 per cent), with young men aged 25 to 34 years the group which was most likely to report having ever placed a bet on a sports event (31 per cent). Table 2 Percentage of Australians who had ever placed a bet on a sports events (not including horse and greyhound racing), by age and gender Had ever placed a bet on a sports events Australians Male Female yrs+ aged 18 yrs+ (n=613) (n=612) (n=121) (n=207) (n=333) (n=285) (n=279) (N=1,225) 13% 19% 8% 17% 27% 11% 8% 7% Question: D4 Thinking about placing bets on sports events not including horse or greyhound racing. How often, if ever, do you place bets on these types of sports? Would it be...? More than once a week, Once a week, About once a fortnight, About once a month, Less often, Never

14 Recall of betting odds and advertising for betting agencies Respondents who watched live sport and/or sport-related television programs were asked if they recalled seeing: any advertising for betting agencies betting odds at any time in the last four weeks while watching live sport and/or sport-related television programs. Around two-thirds (67 per cent) of respondents who watched live sport or sport-related television programs in the last four weeks recalled seeing advertising for betting agencies during this period. Just under half (47 per cent) of this group recalled seeing betting odds on television during a live sport broadcast or sport-related television program in the last month. Figure 5 Recall of betting odds and advertising for betting agencies during live sport and sportrelated programs on television Recall seeing advertising for betting agencies on TV 67% 30% 3% Recall seeing betting odds on TV 47% 50% 3% 0% 20% 40% 60% 80% 100% Yes No Don't know Base: Respondents who watched live sport or sport-related television programs at least once a month (n=793) Question D6: Do you recall seeing any advertising for betting agencies at any time while watching a live sport broadcast or a sportrelated program such as The Footy show or AFL Insider in the last 4 weeks? Question D12: Do you recall seeing any betting odds being displayed on TV at any time while watching a live sport broadcast or a sportrelated program such as The Footy show or AFL Insider, in the last 4 weeks? Respondents who listened to live sport on the radio were asked if they recalled hearing: any advertising for betting agencies betting odds at any time in the last four weeks while listening to live sport on the radio. Among respondents who had listened to live sport on the radio in the last four weeks, 44 per cent recalled hearing advertising for betting agencies during this period. Thirty-five per cent recalled hearing betting odds on the radio during a live sport broadcast in the last month.

15 Figure 6 Recall of betting odds and advertising for betting agencies during live sport on the radio Recall hearing advertising for betting agencies on radio 44% 54% 2% Yes No Don't know Recall hearing betting odds on radio 35% 63% 3% 0% 20% 40% 60% 80% 100% Respondents who listened to live sport on the radio at least once a month (n=361) Question D7: Do you recall hearing any advertising for betting agencies at any time while listening to a live sport broadcast on the radio in the last 4 weeks? Question D13: Do you recall hearing any betting odds at any time while listening to a live sport broadcast on the radio in the last 4 weeks? Respondents who had ever placed a bet on a sports event Respondents who had ever placed a bet on a sports event were more likely to recall seeing betting odds during live sport or sport-related programs on television (66 per cent) than sports viewers overall (47 per cent). Regular sports viewers and listeners Recall was higher for more regular sport viewers and listeners. Three-quarters (75 per cent) of respondents who watched live sport or sport-related television programs at least weekly recalled seeing advertising for betting agencies in the last four weeks. This compares to around half (49 per cent) of less frequent viewers (those who watched less than once a week, but at least once a month) recalling advertising for betting agencies during live sport broadcasts. Table 3 Recall of betting odds and advertising for betting agencies, by frequency of watching live sport broadcasts Percentage of respondents who recalled seeing... Respondents who watched live sport on TV at least once a week (n=562) Respondents who watched live sport on TV less than once a week, but at least once a month (n=202) Advertising for betting agencies 75% 49% Betting odds 57% 23% Question D6: Do you recall seeing any advertising for betting agencies at any time while watching a live sport broadcast or a sportrelated program such as the Footy show or AFL Insider in the last 4 weeks? Question D12: Do you recall seeing any betting odds being displayed on TV at any time while watching a live sport broadcast or a sport-related program such as The Footy show or AFL Insider, in the last 4 weeks?

16 Similarly, respondents who listened to live sport on the radio at least once a week were more likely to recall hearing betting odds than those who listened less frequently (see Table 4). Table 4 Recall of betting odds and advertising for betting agencies, by frequency of listening to live sport broadcasts on the radio Percentage of respondents who recalled hearing... Respondents who listened to live sport on the radio at least once a week (n=225) Respondents who listened to live sport on the radio less than once a week, but at least once a month (n=136) Betting odds 40% 25% Question D13: Do you recall hearing any betting odds at any time while listening to a live sport broadcast on the radio in the last 4 weeks? Perceptions of change in levels of advertising for betting agencies and presentation of betting odds in the last 12 months Respondents were asked if they thought that, overall in the last 12 months, the displaying or reading of betting odds and advertising for betting agencies had increased, decreased, or stayed the same. Two-thirds (66 per cent) of respondents thought that promotion of betting odds and advertising for betting agencies had increased in the last 12 months. Sixteen per cent reported levels had stayed the same. One per cent thought levels had decreased. Figure 7 Perceptions of change in levels of advertising for betting agencies and presentation of betting odds in the last 12 months 17% Increased 1% 16% 66% Decreased Stayed the same Don't know Base: Australian adults aged 18 years+ (N=1,225) Question D18: Do you personally think that overall in the last 12 months, the displaying or reading of betting odds and advertising for betting agencies has...? Regular sports viewers/listeners Regular sports viewers and listeners were more likely than the general public overall to report that promotion of betting odds and advertising for betting agencies had increased in the last 12 months. Seventy-seven per cent of respondents who watched

17 live sport on television at least once a week reported that promotion of betting odds and advertising for betting agencies had increased. Similarly, 81 per cent of respondents who reported listening to live sport on the radio at least once a week thought that promotion of betting odds and advertising for betting agencies had increased. Table 5 Perceptions of change in levels of advertising for betting agencies and presentation of betting odds in the last 12 months, among respondents who watched/listened to live sport at least once a week Percentage of respondents who thought that overall in the last 12 months, the displaying or reading of betting odds and advertising for betting agencies had... Respondents who watched live sport on television at least once a week (n=562) Respondents who listened to live sport on the radio at least once a week (n=225) Increased 77% 81% Decreased <1% <1% Stayed the same 16% 11% Don t know 6% 7% Question D18: Do you personally think that overall in the last 12 months, the displaying or reading of betting odds and advertising for betting agencies has...?

18 Impact of the presentation of betting odds on viewer/listener experience Respondents who had ever watched or listened to a live sport broadcast on television or the radio were asked if the displaying or reading of betting odds during a live sport broadcast improved, made no difference to, or disrupted or worsened their experience of watching or listening to the sports event. Around half (51 per cent) of respondents who had ever watched or listened to live sport broadcasts reported that the displaying or reading of betting odds made no difference to their experience of watching or listening to a sports event. Four in 10 (41 per cent) reported that it disrupted or worsened their experience of the event. Three per cent said it improved the experience. Figure 8 Impact of the display or reading of betting odds during live sport broadcasts 5% 3% 41% 51% Improves your experience of the sport during the event Makes no difference to your experience Disrupts or worsens your experience of the sport during the event Don't know Base: Australian adults aged 18 years+ who had ever watched or listened to live sport on television or the radio (n=996) Question D16: Would you say that the displaying or reading of betting odds during a live sport broadcast...? Respondents who had ever placed a bet on a sports event Respondents who had ever placed a bet on a sports event were more likely than the general public overall to report that the display or reading of betting odds improved their experience of watching or listening to a live sport broadcast. Thirteen per cent reported that it improved their experience, compared to three per cent overall. Half (50 per cent) of this group reported that it made no difference to their experience and around a third (34 per cent) reported that it disrupted or worsened their experience.

19 There were no notable differences across age, gender or how frequently respondents watched or listened to live sport broadcasts.

20 Attitudes towards presentation of betting odds and advertising for betting agencies Attitudes were similar whether the issue was betting odds or advertising for betting agencies, and across both program types live sport broadcasts and sport-related television programs. At least six in 10 respondents reported that betting odds and advertising for betting agencies were unacceptable during live sport broadcasts and sport-related television programs. Attitudes towards betting odds and advertising for betting agencies during live sport broadcasts Two-thirds (66 per cent) of respondents reported that presentation of betting odds during live sport broadcasts was unacceptable. This included 49 per cent who reported that displaying or reading betting odds during live sport broadcasts was not at all acceptable. Around six in 10 (62 per cent) respondents reported that advertising for betting agencies during live sport broadcasts was unacceptable. This included 46 per cent who reported that advertising for betting agencies during live sport broadcasts was not at all acceptable. Figure 9 Attitudes towards betting odds and advertising for betting agencies during live sport broadcasts Display or reading of betting odds 49% 16% 16% 11% 7% Advertising for betting agencies 46% 16% 20% 9% 10% 0% 20% 40% 60% 80% 100% Not at all acceptable Not very acceptable Somewhat acceptable Completely acceptable Don't know/neither Base: Australian adults aged 18 years+ (N=1,225) Question: D14 Do you personally find the displaying or reading of betting odds during live sports broadcasts acceptable or not acceptable? IF ACCEPTABLE: Is that completely acceptable or somewhat acceptable? IF NOT ACCEPTABLE: Is that not at all acceptable or not very acceptable? Question: D8 Do you personally find advertising for betting agencies during live sports broadcasts acceptable or not acceptable? IF ACCEPTABLE: Is that completely acceptable or somewhat acceptable?

21 Attitudes towards betting odds and advertising for betting agencies during sport-related television programs Displaying betting odds during sports-related television programs such as The Footy Show and AFL Insider was unacceptable for 63 per cent of respondents. This included 45 per cent who reported that promotion of betting odds during sports-related television programs was not at all acceptable. Similarly, advertising for betting agencies during sport-related television programs was unacceptable for 61 per cent of respondents. This included 44 per cent who reported that this type of advertising during sports-related television programs was not at all acceptable. Figure 10 Attitudes towards betting odds and advertising for betting agencies during sport-related television programs Display of betting odds 45% 18% 19% 12% 7% Advertising for betting agencies 44% 17% 20% 10% 9% 0% 20% 40% 60% 80% 100% Not at all acceptable Not very acceptable Somewhat acceptable Completely acceptable Don't know/neither Base: Australian adults aged 18 years+ (N=1,225) Question: D15 Do you personally find the displaying of betting odds during sport-related television programs or sports analysis panel programs such as The Footy show or AFL Insider acceptable or not acceptable? Question: D9 Do you personally find advertising for betting agencies during sport-related television programs or sports analysis panel programs such as The Footy show or AFL Insider acceptable or not acceptable? Attitudes towards betting odds and advertising for betting agencies during any television program when children are less likely to be watching Respondents were also asked to consider the acceptability of betting odds and advertising for betting agencies during any television program when children are less likely to be watching (that is, after 7.30 in the evening). 2 It is possible that for some respondents, consideration of children may have contributed to attitudes towards the acceptability of betting odds and advertising for betting agencies during live sport broadcasts and sport-related television programs. The hypothesis was that some respondents would find betting odds and advertising for betting agencies more acceptable if children were less likely to be watching television. 2 For the purposes of this research at any time when children are less likely to be watching was defined for respondents as after 7.30 in the evening. This is consistent with the 2010 Commercial Television Industry Code of Practice code 6.14, which specifies that except within a commercial broadcast in a news, current affairs, or sporting program, commercials relating to betting or gambling are not to be broadcast during G classification periods on Monday to Friday between 6 am and 8:30 am and 4 pm and 7 pm nor on weekends between 6 am and 8:30 am and 4 pm and 7:30pm.

22 Presentation of betting odds when children are less likely to be watching television was still not acceptable to just over half (57 per cent) of respondents. By comparison, 66 per cent of respondents reported that presentation of odds during live sport broadcasts was not acceptable, and 63 per cent reported that showing odds during sport-related television programs was not acceptable. With advertising for betting agencies, opinions were more evenly divided. Around half (49 per cent) of respondents reported that advertising for betting agencies was not acceptable during any television program when children are less likely to be watching, while a similar proportion (47 per cent) reported this type of advertising was acceptable under these circumstances. By comparison, around six in 10 respondents reported that advertising for betting agencies during live sport broadcasts and sport-related television programs was not acceptable. Figure 11 Attitudes towards betting odds and advertising for betting agencies during any television program when children are less likely to be watching Display of betting odds 43% 14% 26% 12% 4% Advertising for betting agencies 37% 12% 31% 16% 4% 0% 20% 40% 60% 80% 100% Not at all acceptable Not very acceptable Somewhat acceptable Completely acceptable Don't know/neither Base: Australian adults aged 18 years+ (N=1,225) Question: D10 Now thinking of any television programs, do you think it is acceptable or not acceptable to broadcast advertisements for betting agencies after 7:30 in the evening when children are less likely to be watching? IF ACCEPTABLE: Is that completely acceptable or somewhat acceptable? IF NOT ACCEPTABLE: Is that not at all acceptable or not very acceptable? Question: D17 Now thinking of any television programs, do you think it is acceptable or not acceptable to display or read betting odds after 7:30 in the evening when children are less likely to be watching? Demographic differences Younger adults aged 18 to 34 years were more tolerant of the presentation of betting odds and advertising for betting agencies. Around half of this group found the display or reading of betting odds and advertising for betting agencies during live sport broadcasts and sport-related television programs acceptable. Forty-seven per cent of 18 to 34-year-olds reported it was acceptable to broadcast odds during live sport, while 51 per cent found showing odds during sport-related television programs acceptable. Similarly, 50 per cent of 18 to 34-year-olds reported advertising for betting agencies during live sport broadcasts was acceptable, and the same proportion (50 per cent) said this advertising was acceptable during sport-related programs.

23 Advertising for betting agencies during live sport broadcasts Presentation of betting odds during live sport broadcasts As they got older, respondents were increasingly less tolerant of promotion of betting odds and advertising for betting agencies. Figure 12 illustrates this pattern for betting odds and advertising for betting agencies during live sport broadcasts. There were no notable differences by gender. Figure 12: Attitudes towards betting odds and advertising for betting agencies during live sport broadcasts, by age yrs (n=328) 47% 47% 7% yrs (n=333) 70% 24% 6% 50yrs+ (n=564) 77% 14% 9% yrs (n=328) 43% 50% 7% yrs (n=333) 67% 26% 8% 50yrs+ (n=564) 73% 15% 13% 0% 20% 40% 60% 80% 100% Not Acceptable Acceptable Don't know/neither Question: D14 Do you personally find the displaying or reading of betting odds during live sports broadcasts acceptable or not acceptable? IF ACCEPTABLE: Is that completely acceptable or somewhat acceptable? IF NOT ACCEPTABLE: Is that not at all acceptable or not very acceptable? Question: D8 Do you personally find advertising for betting agencies during live sports broadcasts acceptable or not acceptable? IF ACCEPTABLE: Is that completely acceptable or somewhat acceptable? Parents and regular sports viewers Parents with children under the age of 18 were no different from the general public in their attitudes towards the acceptability of presenting betting odds and advertising for betting agencies. Similarly, respondents who watched live sport on television at least once a week were no different to the general public in their attitudes. Respondents who had ever placed a bet on a sports event Respondents who had ever placed a bet on a sports event were more evenly divided in their opinions. Around half of this group reported it was unacceptable to present betting odds or advertising for betting agencies during live sport broadcasts or sportsrelated television programs. A similar proportion reported that this type of advertising and promotion of odds was acceptable (see Table 6).

24 Table 6 Attitudes towards betting odds and advertising for betting agencies among respondents who had ever placed a bet on a sports event Acceptable Not Acceptable Neither/ don t know During live sport broadcasts Display or reading of betting odds 45% 51% 4% Advertising for betting agencies 45% 49% 6% During sport-related television programs Display of betting odds 43% 52% 6% Advertising for betting agencies 47% 50% 3% Base: Respondents who had ever placed a bet on a sports event (not including horse and greyhound racing) (n=143) Question: D14 Do you personally find the displaying or reading of betting odds during live sports broadcasts acceptable or not acceptable? IF ACCEPTABLE: Is that completely acceptable or somewhat acceptable? IF NOT ACCEPTABLE: Is that not at all acceptable or not very acceptable? Question: D15 Do you personally find the displaying of betting odds during sport-related television programs or sports analysis panel programs such as The Footy show or AFL Insider acceptable or not acceptable? Question: D8 Do you personally find advertising for betting agencies during live sports broadcasts acceptable or not acceptable? IF ACCEPTABLE: Is that completely acceptable or somewhat acceptable? Question: D9 Do you personally find advertising for betting agencies during sport-related television programs or sports analysis panel programs such as The Footy show or AFL Insider acceptable or not acceptable?

25 Support for restrictions Respondents were asked whether they were in favour of or against time of day and amount restrictions on the display of: betting odds advertising for betting agencies during live sport broadcasts. Respondent levels of support for restrictions were similar whether the issue was betting odds or advertising. The level of support for time of day and amount restrictions was also similar. The majority of respondents (around eight in 10) were in favour of restricting the time of day when betting odds and advertising for betting agencies can be broadcast and reducing the amount of betting odds and advertising for betting agencies during live sport broadcasts. Respondents were also asked whether they were in favour of or against not allowing any betting odds or advertising for betting agencies during live sport broadcasts, no matter the time of day. Again, levels of support were similar whether the issue was betting odds or advertising for betting agencies. Around six in 10 respondents were in favour of not allowing any betting odds or advertising for betting agencies during live sport broadcasts no matter the time of day. Table 7 Support for restricting the presentation of betting odds and advertising for betting agencies during live sport broadcasts Support for restricting betting odds Restrictions on the time of day when betting odds can be broadcast A reduction in the number of times betting odds are allowed during live sports broadcasts Not allowing any betting odds during live sport broadcasts no matter the time of day Support for restricting advertising for betting agencies Restrictions on the time of day when advertising for betting agencies can be broadcast A reduction in the amount of advertising for betting agencies allowed during live sport broadcasts Not allowing any advertising for betting agencies during live sport broadcasts no matter the time of day Base: Australian adults aged 18 years+ (N=1,225) In favour Against Neither/don t know 85% 10% 5% 80% 13% 8% 63% 31% 7% 85% 10% 5% 78% 13% 10% 61% 33% 7% Question D19: Thinking about changes that could affect the way advertising of betting agencies and betting odds are presented during live sports broadcasts. For each of the following, please tell me if you are in favour or against it. Firstly...? Demographic differences Support for restricting the time of day when betting odds and advertising for betting agencies can be broadcast and reducing the amount of odds and advertising was widespread and consistent across both age and gender. Young adults were more accepting of betting odds and advertising for betting agencies. Around half of 18 to 34-year-olds reported this type of advertising was

26 acceptable. Nevertheless, this group was just as likely to support time of day and amount restrictions on the presentation of odds and advertising for betting agencies as the general public overall. However, young adults were less likely than the general public overall to support a complete restriction on betting odds and advertising. Just under half of 18 to 34-year-olds supported not allowing any betting odds or advertising no matter the time of day, with a similar proportion against this type of restriction. In comparison, around six in 10 respondents supported not allowing any odds or advertising overall (see Table 8). Table 8 Support for restricting the presentation of betting odds and advertising for betting agencies, by age and gender Percentage of respondents in favour of... Restricting betting odds Restrictions on the time of day when betting odds can be broadcast A reduction in the number of times betting odds are allowed during live sports broadcasts Not allowing any betting odds during live sport broadcasts no matter the time of day Restricting advertising for betting agencies Restrictions on the time of day when advertising for betting agencies can be broadcast A reduction in the amount of advertising for betting agencies allowed during live sport broadcasts Not allowing any advertising for betting agencies during live sport broadcasts no matter the time of day Australians aged 18 yrs+ (N=1,225) Men (n=613) Women (n=612) (n=328) (n=333) 50 yrs+ (n=564) 85% 84% 86% 86% 90% 82% 80% 77% 82% 78% 81% 80% 63% 60% 66% 48% 67% 71% 85% 84% 86% 87% 89% 81% 78% 76% 80% 75% 80% 79% 61% 57% 64% 47% 62% 70% Question D19: Thinking about changes that could affect the way advertising of betting agencies and betting odds are presented during live sports broadcasts. For each of the following, please tell me if you are in favour or against it. Firstly...? Respondents who had ever placed a bet on a sports event The majority of respondents who had ever placed a bet on a sports event were also in favour of restricting the time of day and amount of odds and advertising for betting agencies, with 69 to 79 per cent supporting these types of restrictions. This group was more evenly divided in their opinion about not allowing any odds or advertising no matter the time of day. Around 45 per cent supported these restrictions, with a similar proportion against not allowing any odds or advertising no matter the time of day.

27 Figure 13 Support for restricting the presentation of betting odds and advertising for betting agencies, among respondents who had ever placed a bet on a sports event Restrictions on the time of day when betting odds can be broadcast 74% 19% 8% A reduction in the number of times betting odds are allowed during live sport broadcasts 72% 21% 7% Not allowing any betting odds during live sport broadcasts no matter the time of day 46% 46% 9% Restrictions on the time of day when advertising for betting agencies can be broadcast 79% 14% 7% A reduction in the amount of advertising for betting agencies allowed during live sport broadcasts 69% 21% 9% Not allowing any advertising for betting agencies during live sport broadcasts no matter the time of 44% 46% 10% 0% 20% 40% 60% 80% 100% In favour Against Neither/don't know Base: Respondents who had ever placed a bet on a sports event (not including horse and greyhound racing) (n=143) Question D19: Thinking about changes that could affect the way advertising of betting agencies and betting odds are presented during live sports broadcasts. For each of the following, please tell me if you are in favour or against it. Firstly...? Support for restrictions by respondent attitudes towards the acceptability of betting odds and advertising for betting agencies Support for the range of restrictions was higher among respondents who found betting odds and advertising for betting agencies unacceptable compared to respondents who found odds and advertising acceptable. Around nine in 10 respondents who reported that presentation of betting odds was unacceptable were in favour of restricting the time of day when odds can be broadcast and reducing the number of times odds can be shown. The majority of this group (81 per cent) were also in favour of not allowing any betting odds during live sport broadcasts no matter the time of day. For respondents who reported that presentation of betting odds was acceptable: the majority (80 per cent) supported restrictions on the time of day when odds can be broadcast 60 per cent supported a reduction in the number of times odds can be shown one in four (25 per cent) were in favour of not allowing any odds no matter the time of day with 67 per cent against this type of restriction.

28 Table 9 Support for restricting the presentation of betting odds, by respondent attitudes towards betting odds Percentage of respondents in favour of... Restrictions on the time of day when betting odds can be broadcast A reduction in the number of times betting odds are allowed during live sports broadcasts Not allowing any betting odds during live sport broadcasts no matter the time of day Respondents who found the Respondents who found the Australians displaying or reading of displaying or reading of aged betting odds during live sport betting odds during live 18 yrs+ broadcasts sport broadcasts (N=1,255) Acceptable (n=300) Unacceptable (n=843) 85% 80% 89% 80% 60% 90% 63% 25% 81% Question D19: Thinking about changes that could affect the way advertising of betting agencies and betting odds are presented during live sports broadcasts. For each of the following, please tell me if you are in favour or against it. Firstly...? Around nine in 10 respondents who reported that advertising for betting agencies was unacceptable supported restricting the time of day and amount of advertising for betting agencies during live sport broadcasts. The majority of this group (80 per cent) also supported not allowing any advertising for betting agencies, no matter the time of day. For respondents who reported that advertising for betting agencies was acceptable: the majority (82 per cent) were in favour of time of day restrictions 60 per cent supported a reduction in the amount of this type of advertising 28 per cent supported not allowing any advertising for betting agencies during live sport broadcasts no matter the time of day with 64 per cent against this type of restriction. Table 10 Support for restricting advertising for betting agencies, by respondent attitudes towards advertising for betting agencies Percentage of respondents in favour of... Restrictions on the time of day when advertising for betting agencies can be broadcast A reduction in the amount of advertising for betting agencies allowed during live sports broadcasts Not allowing any advertising for betting agencies during live sport broadcasts no matter the time of day Australians aged 18 yrs+ (N=1,255) Respondents who found advertising for betting agencies during live sport broadcasts Acceptable (n=313) Respondents who found advertising for betting agencies during live sport broadcasts Unacceptable (n=805) 85% 82% 88% 78% 60% 90% 61% 28% 80% Question D19: Thinking about changes that could affect the way advertising of betting agencies and betting odds are presented during live sports broadcasts. For each of the following, please tell me if you are in favour or against it. Firstly...?