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Betting odds and advertising for betting agencies during sports broadcastsCommunity researchJULY 2013
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© 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 13112 Law Courts, Melbourne Vic 8010.
Published by the Australian Communications and Media Authority
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 2012 34
Top-rating live sport broadcasts on FTA television in 2012 34
Top-rating live sport broadcasts on subscription television in 2012 35
Children and young people’s viewing of live sport broadcasts on FTA television in 2012 36
About the data 38
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 2013.
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 2012.
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 2,962,000.1
This was the fourth highest rating FTA television program overall for 2012.
According to OzTAM audience data, broadcasts of the AFL and NRL on FTA
television were also popular with children and young people in 2012.
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 94,000 10 to 12-year-olds and
92,000 13 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 2013.
Sixteen per cent reported levels had stayed the same and one per cent thought
levels had decreased.
1 Source: OzTAM Pty Limited.
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 sport-
related 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.
Figure 1 Attitudes towards the presentation of betting odds and advertising for betting agencies
during live sport broadcasts and sport-related television programs
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 sport-
related 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.
44%
46%
45%
49%
17%
16%
18%
16%
20%
20%
19%
16%
10%
9%
12%
11%
9%
10%
7%
7%
0% 20% 40% 60% 80% 100%
Advertising for betting agencies during sport-related television programs
Advertising for betting agencies during live sport broadcasts
Presentation of betting odds during sport-related television programs
Presentation of betting odds during live sport broadcasts
Not at all acceptable Not very acceptable Somewhat acceptable
Completely acceptable Don't know/neither
Figure 2 Support for restrictions on the presentation of betting odds and advertising for betting
agencies during live sport broadcasts
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.
78%
85%
80%
85%
13%
10%
13%
10%
10%
5%
8%
5%
0% 20% 40% 60% 80% 100%
A reduction in the amount of advertising for betting agencies
allowed during live sport broadcasts
Restrictions on the time of day when advertising for betting agencies can be
broadcast
A reduction in the number of times betting odds are allowed during live
sport broadcasts
Restrictions on the time of day when betting odds can be broadcast
In favour Against Neither/don't know
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 2013.
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.
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.
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.
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
aged 18yrs+
(N=1,225)
Men
(n=613)
Women
(n=612)
18–24
(n=121)
25–34
(n=207)
35–49
(n=333)
50–64
(n=285)
65 yrs+
(n=279)
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
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
Australians
aged 18 yrs+
(N=1,225)
Male
(n=613)
Female
(n=612)
18–24
(n=121)
25–34
(n=207)
35–49
(n=333)
50–64
(n=285)
65 yrs+
(n=279)
Had ever placed a bet on a
sports events 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
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 sport-
related programs on television
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 sport-
related 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?
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.
47%
67%
50%
30%
3%
3%
0% 20% 40% 60% 80% 100%
Recall seeing betting odds on TV
Recall seeing advertising for betting agencies on TV
Yes No Don't know
Figure 6 Recall of betting odds and advertising for betting agencies during live sport on the radio
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 sport-
related 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?
35%
44%
63%
54%
3%
2%
0% 20% 40% 60% 80% 100%
Recall hearing betting odds on radio
Recall hearing advertising for betting agencies on radio
Yes
No
Don't know
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
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
66%
1%
16%
17%
Increased
Decreased
Stayed the same
Don't know
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...?
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
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.
3%
51%
41%
5%
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
There were no notable differences across age, gender or how frequently respondents
watched or listened to live sport broadcasts.
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
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?
46%
49%
16%
16%
20%
16%
9%
11%
10%
7%
0% 20% 40% 60% 80% 100%
Advertising for betting agencies
Display or reading of betting odds
Not at all acceptable Not very acceptable Somewhat acceptable
Completely acceptable Don't know/neither
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
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.
44%
45%
17%
18%
20%
19%
10%
12%
9%
7%
0% 20% 40% 60% 80% 100%
Advertising for betting agencies
Display of betting odds
Not at all acceptable Not very acceptable Somewhat acceptable
Completely acceptable Don't know/neither
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
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.
37%
43%
12%
14%
31%
26%
16%
12%
4%
4%
0% 20% 40% 60% 80% 100%
Advertising for betting agencies
Display of betting odds
Not at all acceptable Not very acceptable Somewhat acceptable
Completely acceptable Don't know/neither
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
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 sports-
related television programs. A similar proportion reported that this type of advertising
and promotion of odds was acceptable (see Table 6).
73%
67%
43%
77%
70%
47%
15%
26%
50%
14%
24%
47%
13%
8%
7%
9%
6%
7%
0% 20% 40% 60% 80% 100%
50yrs+ (n=564)
35-49 yrs (n=333)
18-34 yrs (n=328)
50yrs+ (n=564)
35-49 yrs (n=333)
18-34 yrs (n=328)
Ad
vert
isin
g fo
r b
etti
ng
agen
cies
du
rin
g liv
e sp
ort
b
road
cast
s P
rese
nta
tio
n o
f b
etti
ng
od
ds
du
rin
g liv
e sp
ort
bro
adca
sts
Not Acceptable Acceptable Don't know/neither
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?
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
In favour Against
Neither/don’t
know
Support for restricting betting odds
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 sports broadcasts 80% 13% 8%
Not allowing any betting odds during live sport broadcasts no
matter the time of day 63% 31% 7%
Support for restricting advertising for betting agencies
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%
Not allowing any advertising for betting agencies during live
sport broadcasts no matter the time of day 61% 33% 7%
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...?
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
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...
Australians
aged
18 yrs+
(N=1,225)
Men
(n=613)
Women
(n=612)
18–34
(n=328)
35–49
(n=333)
50 yrs+
(n=564)
Restricting betting odds
Restrictions on the time of day when betting
odds can be broadcast 85% 84% 86% 86% 90% 82%
A reduction in the number of times betting
odds are allowed during live sports broadcasts 80% 77% 82% 78% 81% 80%
Not allowing any betting odds during live sport
broadcasts no matter the time of day 63% 60% 66% 48% 67% 71%
Restricting advertising for betting agencies
Restrictions on the time of day when
advertising for betting agencies can be
broadcast
85% 84% 86% 87% 89% 81%
A reduction in the amount of advertising for
betting agencies allowed during live sport
broadcasts
78% 76% 80% 75% 80% 79%
Not allowing any advertising for betting
agencies during live sport broadcasts no
matter the time of day
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.
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
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.
44%
69%
79%
46%
72%
74%
46%
21%
14%
46%
21%
19%
10%
9%
7%
9%
7%
8%
0% 20% 40% 60% 80% 100%
Not allowing any advertising for betting agencies during live sport broadcasts no matter the time of …
A reduction in the amount of advertising for betting agencies allowed during live sport broadcasts
Restrictions on the time of day when advertising for betting agencies can be broadcast
Not allowing any betting odds during live sport broadcasts no matter the time of day
A reduction in the number of times betting odds are allowed during live sport broadcasts
Restrictions on the time of day when betting odds can be broadcast
In favour Against Neither/don't know
Table 9 Support for restricting the presentation of betting odds, by respondent attitudes towards
betting odds
Percentage of respondents in favour of...
Australians
aged
18 yrs+
(N=1,255)
Respondents who found the
displaying or reading of
betting odds during live sport
broadcasts
Acceptable (n=300)
Respondents who found the
displaying or reading of
betting odds during live
sport broadcasts
Unacceptable (n=843)
Restrictions on the time of day when betting
odds can be broadcast 85% 80% 89%
A reduction in the number of times betting
odds are allowed during live sports
broadcasts
80% 60% 90%
Not allowing any betting odds during live
sport broadcasts no matter the time of day 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...
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)
Restrictions on the time of day when
advertising for betting agencies can be
broadcast
85% 82% 88%
A reduction in the amount of advertising for
betting agencies allowed during live sports
broadcasts
78% 60% 90%
Not allowing any advertising for betting
agencies during live sport broadcasts no
matter the time of day
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...?
Regular sports viewers
Respondents who watched live sport at least weekly were no different to the general
public in their levels of support for the various restrictions (see Table 11).
Parents
Parents with children under the age of 18 years were also no different to the general
public overall (see Table 11).
Parents were most likely to support time of day restrictions (around nine in 10 parents
supported these restrictions), followed by restrictions on the amount of
odds/advertising (around eight in 10) and not allowing any odds or advertising no
matter the time of day (around six in 10).
Table 11 Support for restricting the presentation of betting odds and advertising for betting agencies
among regular sports viewers and parent with children under 18 years
Percentage of respondents in favour of... Australians aged
18 yrs+ (N=1,225)
Respondents who
watched live sport
on TV at least
weekly (n=562)
Parents with
children under
18 yrs (n=465)
Restrictions on betting odds
Restrictions on the time of day when
betting odds can be broadcast 85% 86% 90%
A reduction in the number of times betting
odds are allowed during live sport
broadcasts
80% 81% 81%
Not allowing any betting odds during live
sport broadcasts no matter the time of day 63% 63% 62%
Restrictions on the time of day when
advertising for betting agencies can be
broadcast
85% 84% 89%
A reduction in the amount of advertising for
betting agencies allowed during live sport
broadcasts
78% 80% 78%
Not allowing any advertising for betting
agencies during live sport broadcasts no
matter the time of day
61% 61% 57%
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...?
Conclusion
This research provides a snapshot of community attitudes in May 2013 to the
promotion of betting odds and advertising for betting agencies during live sport
broadcasts and sport-related television programs.
The research found that 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
35 per cent watched sport-related television programs
29 per cent listened to live sport on the radio at least once a month.
The research also found that two-thirds (66 per cent) of Australians thought that
promotion of betting odds and advertising for betting agencies had increased in the
12 months to May 2013. More than half of Australians found this type of advertising
unacceptable and supported restricting betting odds and advertising for betting
agencies during live sport broadcasts.
Betting odds during live sport broadcasts
Two-thirds (66 per cent) of Australians found promotion of betting odds during live
sport broadcasts unacceptable. Support for potential restrictions on promotion of
betting odds during live sport broadcasts was high.
The majority of Australians (85 per cent) supported restrictions on the time of day
when betting odds can be broadcast.
80 per cent supported a reduction in the number of times betting odds are allowed
during live sport broadcasts.
63 per cent supported not allowing any betting odds during live sport broadcasts no
matter the time of day.
Advertising for betting agencies during live sport broadcasts
Just over six in 10 (62 per cent) of Australians found advertising for betting agencies
during live sport broadcasts unacceptable. Support for potential restrictions on
advertising for betting agencies during live sport broadcasts was also high.
85 per cent of Australians were in favour of restrictions on the time of day when
advertising for betting agencies can be broadcast.
78 per cent were in favour of a reduction in the amount of advertising for betting
agencies allowed during live sport broadcasts.
61 per cent supported not allowing any advertising for betting agencies during live
sport broadcasts no matter the time of day.
Betting odds and advertising for betting agencies during sport-related television
programs
Sixty-three per cent of Australians found promotion of betting odds during sport-related
television programs unacceptable. Similarly, 61 per cent found advertising for betting
agencies during sport-related television programs unacceptable.
.
Research methodology
National survey conducted by Newspoll Sample
Newspoll conducted the survey research with a nationally representative sample of
N=1,225 respondents aged 18 years and over. Respondents were selected via a
random sampling process which included:
a quota being set for each capital city and non-capital city area, and within each of
these areas, a quota being set for groups of statistical divisions or subdivisions
random selection of household telephone numbers within each area
random selection of an individual in each household by a ‘last birthday’ screening
question.
Interviewing
Interviews were conducted by telephone as part of a regular weekly Newspoll omnibus
survey between 15 and 21 May 2013. To ensure the sample included those people
who tend to spend a lot of time away from home, a system of call backs and
appointments was used.
Weighting
To reflect the population distribution, results were post-weighted to Australian Bureau
of Statistics data on age, highest level of schooling completed, sex and area.
Statistical significance of results
To assist in the interpretation of the survey data, Table 12 shows the approximate
sampling tolerance for which allowance should be made. The reporting and
interpretation of the survey results draws on these guidelines to determine the
statistical range of precision with which results can be interpreted.
The maximum standard error for the total sample of N=1,225 at a 95 per cent
confidence interval is +/- 2.8 per cent. The maximum standard error for smaller sub-
samples is higher. For example, the maximum standard error for the sub-sample of
parents with children aged under 18 years (n=465) is +/- 4.5 per cent at a 95 per cent
confidence level. The maximum standard error for the sub-sample of respondents who
had ever placed a bet on a sports event (n=143) is +/- 8.2 per cent at a 95 per cent
confidence level.
Table 12 Standard error for various sample sizes
Survey estimate Total sample
(N=1,225)
Parents with children aged
under 18 yrs (n=465)
Respondents who had
ever placed a bet on a
sports event (n=143)
Sample variance (+/-) at a 95% confidence level
10% 2% 3% 5%
20% 2% 4% 7%
30% 3% 4% 8%
40% 3% 5% 8%
50% 3% 5% 8%
60% 3% 5% 8%
70% 3% 4% 8%
80% 2% 4% 7%
90% 2% 3% 5%
Questionnaire
A series of custom-designed questions were included as a module in a regular weekly
Newspoll omnibus survey. The questions were tested through cognitive interviewing
which was conducted face-to-face with six participants recruited to represent a mix of
men and women, sports viewers and non sports viewers, and adults with and without
children. A copy of the questions is provided at Appendix A.
The research was carried out in compliance with ISO 20252 – Market, social and
opinion research.
Figures presented in charts and tables do not always sum to 100 per cent, due to
rounding.
Appendix A—Newspoll Questionnaire
SECTION D - PROG NOTE: ASK ALL RESPONDENTS
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…? READ OUT
PROG NOTE: - SINGLE RESPONSE
1 More than once a week
2 Once a week
3 About once a fortnight
4 About once a month
5 Less often
6 Or, never
99 DO NOT READ Don’t
know
D2 How often do you listen to live sport coverage on the radio? Would it be…?
READ OUT
PROG NOTE: - SINGLE RESPONSE - CODE FRAME AS PER D1
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…? READ OUT
PROG NOTE: - SINGLE RESPONSE - CODE FRAME AS PER D1
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…? READ OUT
PROG NOTE: - SINGLE RESPONSE - CODE FRAME AS PER D1
D5(a) HIDDEN QUESTION:
PROG NOTE: RANDOMLY SELECT TWO BETTING AGENCIES FROM
THE FOLLOWING LIST
1 Bet 3.6.5.
2 Betfair
3 CentreBet
4 LuxBet
5 Sporting Bet
6 Sports Bet
7 T.A.B. Sport
8 Tom Waterhouse
D5(b) PROG NOTE: INTRO SCREEN: Thinking now about betting agencies such
as (PROG NOTE: INSERT EXAMPLES FROM D5(a) ‘AGENCY 1 or
AGENCY 2’) and specifically about advertising for these types of betting
agencies. This does not include betting odds, but does include all other
advertising shown during commercial breaks as well as logos and branding
on-screen during programming. HIT “ENTER” TO CONTINUE
PROG NOTE: ASK IF WATCH LIVE SPORT OR SPORTS PROGRAM ON TV AT
LEAST ONCE A MONTH IE CODE 1-4 IN D1 OR CODE 1-4 IN D3. OTHERS GO TO
D7
D6 Do you recall seeing any advertising for betting agencies 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? DO NOT READ
PROG NOTE:
- SINGLE RESPONSE
1 Yes \ recall
seeing
2 No \ didn’t see
99 Don’t know
PROG NOTE: ASK IF LISTEN TO LIVE SPORT ON RADIO AT LEAST ONCE A
MONTH IE CODE 1-4 IN D2. CODE 5-99 IN D2 GO TO D8
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?
DO NOT READ
PROG NOTE:
- SINGLE RESPONSE
1 Yes \ recall
hearing
2 No \ didn’t hear
99 Don’t know
PROG NOTE: ASK ALL RESPONDENTS
D8 Do you personally find advertising for betting agencies during live sports
broadcasts acceptable or not acceptable? UNFOLD
IF ACCEPTABLE Is that completely acceptable or somewhat acceptable
IF NOT ACCEPTABLE Is that not at all acceptable or not very acceptable
PROG NOTE: - SINGLE RESPONSE
1 Completely acceptable
2 Somewhat acceptable
3 Not very acceptable
4 Not at all acceptable
99 DO NOT READ Don’t know \
neither
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? UNFOLD
IF ACCEPTABLE Is that completely acceptable or somewhat acceptable
IF NOT ACCEPTABLE Is that not at all acceptable or not very acceptable
PROG NOTE: - SINGLE RESPONSE - CODE FRAME AS PER D8
D10 Now thinking of any television programs, do you think that it is acceptable or
not acceptable to broadcast advertising for betting agencies after 7:30 in the
evening when children are less likely to be watching TV? UNFOLD
IF ACCEPTABLE Is that completely acceptable or somewhat acceptable
IF NOT ACCEPTABLE Is that not at all acceptable or not very acceptable
PROG NOTE: - SINGLE RESPONSE - CODE FRAME AS PER D8
D11 PROG NOTE: INTRO SCREEN: Thinking now about betting odds related to
sports. These represent the amount you would be paid if you were to bet on
an event and win, such as who will win a match or first point scorer. HIT
“ENTER” TO CONTINUE
PROG NOTE: ASK IF WATCH LIVE SPORT OR SPORTS PROGRAM ON TV AT
LEAST ONCE A MONTH IE CODE 1-4 IN D1 OR CODE 1-4 IN D3. OTHERS GO TO
D13
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? DO NOT READ
PROG NOTE:
- SINGLE RESPONSE
1 Yes \ recall
seeing
2 No \ didn’t see
99 Don’t know
PROG NOTE: ASK IF LISTEN TO LIVE SPORT ON RADIO AT LEAST ONCE A
MONTH IE CODE 1-4 IN D2. CODE 5-99 GO TO D14
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? DO NOT READ
PROG NOTE:
- SINGLE RESPONSE
1 Yes \ recall
hearing
2 No \ didn’t hear
99 Don’t know
PROG NOTE: ASK ALL RESPONDENTS
D14 Do you personally find the displaying or reading of betting odds during live
sports broadcasts acceptable or not acceptable? UNFOLD
IF ACCEPTABLE Is that completely acceptable or somewhat acceptable
IF NOT ACCEPTABLE Is that not at all acceptable or not very acceptable
PROG NOTE: - SINGLE RESPONSE - CODE FRAME AS PER D8
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? UNFOLD
IF ACCEPTABLE Is that completely acceptable or somewhat acceptable
IF NOT ACCEPTABLE Is that not at all acceptable or not very acceptable
PROG NOTE: - SINGLE RESPONSE - CODE FRAME AS PER D8
PROG NOTE: ASK IF WATCH OR LISTEN TO LIVE SPORT IE CODE 1-5 IN D1
OR CODE 1-5 IN D2. OTHERS GO TO D17
D16 Would you say that the displaying or reading of betting odds during a live sport
broadcast…? READ OUT
PROG NOTE: - SINGLE RESPONSE - ROTATE BETWEEN 1,2,3,99 AND 3,2,1,99
1 Improves your experience of the sport during the event
2 Makes no difference to your experience
3 Disrupts or worsens your experience of the sport during the
event
99 DO NOT READ Don’t know
PROG NOTE: ASK ALL RESPONDENTS
D17 Now thinking of any television programs, do you think that it is acceptable or
not acceptable to display or read betting odds at times after 7:30 in the
evening when children are less likely to be watching TV? UNFOLD
IF ACCEPTABLE Is that completely acceptable or somewhat acceptable
IF NOT ACCEPTABLE Is that not at all acceptable or not very acceptable
PROG NOTE: - SINGLE RESPONSE - CODE FRAME AS PER D8
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...? READ
OUT
PROG NOTE:
- SINGLE RESPONSE
1 Increased
2 Decreased
3 Or, stayed the same
99 DO NOT READ Don’t
know
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 of it or against it.
Firstly…? DO NOT READ
PROG NOTE: - SINGLE RESPONSE PER ROW - ROTATE BETWEEN A,B,C,D,E,F AND C,D,A,B,E,F
In favour Against Neither \
Don’t
know
A A reduction in the amount of advertising for betting agencies
allowed during live sports broadcasts
1 2 99
B A reduction in the number of times betting odds are allowed during
live sports broadcasts
1 2 99
C Restrictions on the time of day when advertising for betting
agencies can be broadcast
1 2 99
D Restrictions on the time of day when betting odds can be
broadcast
1 2 99
E Not allowing any advertising for betting agencies during live sports
broadcasts whatever the time of day
1 2 99
F Not allowing any betting odds during live sports broadcasts
whatever the time of day
1 2 99
Appendix B—Audiences for live sport broadcasts on FTA and subscription television in 2012
The data presented in this section of the report was sourced from OzTAM Pty Limited.
Data on FTA television audiences covers the three main networks (Seven, Nine and
Ten) and their affiliated multi-channels (for example, 7TWO), as well as the public
broadcasters (ABC and SBS) and their multi-channels. Data on subscription television
audiences covers the dedicated sports channels available on subscription television. A
full list of the FTA and subscription channels covered in this analysis is footnoted
below.3
For the purposes of this analysis of ‘live sport broadcasts’, the television audience data
sourced from OzTAM excluded pre and post match programs, Grand Final day non-
match events, highlights, repeats, ‘classic’ events, panel sport discussion programs,
and events such as the Brownlow medal. Coverage of the London 2012 Olympics and
all horse and greyhound racing events, including coverage of the Melbourne Cup,
were also excluded from this analysis.
Top-rating live sport broadcasts on FTA television in 2012 Live sport broadcasts, in particular AFL and NRL, were very popular with Australian
FTA television audiences in 2012.
The top-rating live sport broadcast was Seven’s AFL Grand Final – Hawthorn vs
Sydney with an average audience of 2,962,000. This was the fourth highest rating FTA
television program overall for 2012. The Rugby League State of Origin Queensland vs
NSW 3rd
match ranked ninth with an average audience of 2,694,000. The Rugby
League Grand Final ranked 11th with an average audience of 2,568,000.
The top-rating program in 2012 was The Voice Grand Final – Winner Announced with
an average audience of 3,325,000.
Of the top 10 live sport broadcasts on FTA television in 2012:
one was an AFL match (AFL Grand Final)
four were NRL matches (three State of Origin Rugby League matches and the NRL
Grand Final)
three were sessions from the Australian Open Tennis
two were 20/20 International Cricket games (Australia vs India).
Eight of these top 10 live sport broadcasts were also in the top 50 programs on FTA
television overall for 2012 (see Table 13 which shows the top 10 live sport broadcasts
and how these programs ranked overall across all FTA television programs in 2012).
3 FTA television channels: ABC1, ABC2, ABC3, ABC News 24, Seven, 7TWO, 7mate, Nine, GO!, Gem,
Ten, ONE, ELEVEN, SBS ONE, SBS TWO, NITV. Subscription television channels: ESPN, ESPN2, Fox
Sports 1, Fox Sports 2, Fox Sports 3, Fox Footy, Fox Sports News, Fuel TV, Sky Racing, Sky Racing World,
SPEED.
Table 13 Top 10 live sport broadcasts on FTA TV in 2012 (compared to the top-rating program)
Rank Rank
(Overall)
Program Average Audience
NA 1 The Voice Grand Final – Winner Announced 3,325,000
1 4 Seven’s AFL: Grand Final: Hawthorn vs Sydney 2,962,000
2 9 State of Origin Rugby League QLD v NSW 3rd
match 2,694,000
3 11 Rugby League Grand Final 2,568,000
4 12 State of Origin Rugby League QLD v NSW 1st match 2,532,000
5 14 State of Origin Rugby League NSW v QLD 2nd
match 2,512,000
6 26 Seven’s Tennis: 2012 Australian Open – Men’s Final 2,047,000
7 31 Seven’s Tennis: 2012 Australian Open – Round 4: Night 7:
Game 1
1,969,000
8 45 Seven’s Tennis: 2012 Australian Open – Semi Final: Night 11 1,754,000
9 # Twenty/20 – Australia v India Game 2 1,433,000
10 # Twenty/20 – Australia v India Game 1 1,420,000
Source: OzTAM Pty Ltd.
All people, five-city metro average audience, 1 January to 31 December 2012. All FTA channels.
Viewing session type is consolidated [live + as live + time shift]
# Not in the top 50 FTA television programs for 2012
Motor sport was the only other sport apart from AFL, NRL, tennis and cricket that was
in the top 50 live sport broadcasts on FTA television in 2012 with two events on the
list:
The Australian FIA Formula One World Championship 2012 Race ranked 14th with
an average audience of 1,371,000.
Seven’s V8 Supercars Round 11: Bathurst D3 The Race ranked 24th in the list with
an average audience of 1,258,000.
The post match programs associated with the AFL Grand Final and the Rugby League
Grand Final were also popular with FTA television audiences in 2012. For example
Seven’s AFL Grand Final Presentation was the second highest rating program overall
for 2012, with an average audience of 3,222,000.
Top-rating live sport broadcasts on subscription television in 2012 AFL and NRL were also the most popular sports on subscription television in 2012.
The top-rating live sport broadcast on subscription television in 2012 was the Live AFL
preliminary final: Sydney vs Collingwood on Fox Footy, with an average audience of
503,000.4
The only other sport in the top 10 live sport broadcasts on subscription television in
2012 was cricket. The Live Cricket Big Bash League Final on Fox Sports 2 ranked
second with an average audience of 450,000.
4 According to the OzTAM Establishment Survey for Quarter 2 2013, 28.8 per cent of Australian households
have subscription television.
Table 14 Top 10 live sport broadcasts on subscription television in 2012
Rank Program Average Audience
1 Live: AFL PF, Sydney V Collingwood 503,000
2 Live: Cricket: Big Bash League Final 450,000
3 Live: AFL SF#1 Collingwood V West Coast 438,000
4 Live: AFL SF#1 Adelaide V Fremantle 420,000
5 Live: AFL PF, Hawthorn V Adelaide 412,000
6 Live: AFL QF#1 Hawthorn V Collingwood 401,000
7 Live: NRL Cowboys V Wests Tigers 398,000
8 Live: NRL Bulldogs V Rabbitohs 395,000
9 Live: NRL Dragons V Roosters 390,000
10 Live: NRL Roosters V Rabbitohs 376,000
Source: OzTAM Pty Ltd.
Average audience for all people in national subscription television homes, 1 January to 31 December 2012.
Viewing session type is consolidated (live + as live + time shift)
Children and young people’s viewing of live sport broadcasts on FTA television in 2012 Live sport broadcasts on FTA television, in particular AFL and NRL, were also popular
with children and young people in 2012.
Children aged five to nine years
The top-rating live sport broadcast for children aged five to nine years was Seven’s
AFL Grand Final – Hawthorn vs Sydney with an average audience of 109,000. This
was the fifth highest rating program across all FTA television programs in 2012 for this
age group.
The top-rating program overall for five to nine-year-olds was The Voice – SUNDAY
with an average audience of 120,000.
Two of the three State of Origin Rugby League matches, and the Rugby League
Grand Final also ranked in the top 50 programs for children aged five to nine years in
2012.
Table 15 Top-rating live sport broadcasts on FTA TV in 2012 for five to nine-year-olds (compared to
the top-rating program)
Rank
(Overall)
Program Average Audience
1 The Voice - SUNDAY 120,000
5 Seven’s AFL Grand Final – Hawthorn vs Sydney 109,000
19 State of Origin Rugby League QLD v NSW 3rd
match 95,000
23 State of Origin Rugby League QLD v NSW 1st match 93,000
24 Rugby League Grand Final 91,000
Source: OzTAM Pty Ltd.
Children aged five to nine years, five-city metro average audience, 1 January to 31 December 2012. All FTA channels.
Viewing session type is consolidated [live + as live + time shift]
Children aged 10 to 12 years
The top-rating live sport broadcast on FTA television in 2012 for children aged 10 to
12 years was the State of Origin Rugby League QLD v NSW 3rd
match with an
average audience of 94,000 (ranked fifth overall).
The top-rating program overall for 10 to 12-year-olds was The Voice Grand Final
Winner Announced, with an average audience of 126,000.
Table 16 Top-rating live sport broadcasts on FTA TV in 2012 for 10 to 12-year-olds (compared to the
top-rating program)
Rank
(Overall)
Program Average Audience
1 The Voice Grand Final Winner Announced 126,000
5 State of Origin Rugby League QLD v NSW 3rd
match 94,000
20 State of Origin Rugby League QLD v NSW 1st match 72,000
29 State of Origin Rugby League NSW v QLD 2nd
match 65,000
Source: OzTAM Pty Ltd.
Children aged 10 to 12 years, five-city metro average audience, 1 January to 31 December 2012. All FTA channels.
Viewing session type is consolidated [live + as live + time shift]
Young people aged 13 to 15 years
The top-rating live sport broadcast on FTA television in 2012 for young people aged
13 to 15 years was the State of Origin Rugby League QLD v NSW 3rd
match with an
average audience of 92,000 (ranked fifth overall).
The top-rating program for this age group was The Voice Grand Final Winner
Announced, with an average audience of 124,000.
The two other State of Origin Rugby League matches, the Rugby League Grand Final
and Seven’s AFL Grand Final – Hawthorn vs Sydney were also in the top 50 programs
for 13 to five-year-olds in 2012.
Table 17 Top-rating live sport broadcasts on FTA TV in 2012 for 13 to 15-year-olds (compared to the
top-rating program)
Rank
(Overall)
Program Average Audience
1 The Voice Grand Final Winner Announced 124,000
5 State of Origin Rugby League QLD v NSW 3rd
match 92,000
9 State of Origin Rugby League QLD v NSW 2nd
match 82,000
13 State of Origin Rugby League QLD v NSW 1st match 80,000
16 Seven’s AFL Grand Final – Hawthorn vs Sydney 78,000
35 Rugby League Grand Final 60,000
Source: OzTAM Pty Ltd.
Young people aged 13 to 15 years, five-city metro average audience, 1 January to 31 December 2012. All FTA channels.
Viewing session type is consolidated [live + as live + time shift]
Young people aged 16 to 17 years
Compared to younger children, live sport broadcasts were not as popular with young
people aged 16 to 17 years in 2012. The top-rating live sport broadcast on FTA
television in 2012 for 16 to 17 year-olds was the State of Origin Rugby League QLD v
NSW 1st match with an average audience of 46,000 (ranked seventeenth overall).
The top-rating program for this age group was Big Brother Winner Announced with an
average audience of 78,000.
The two other State of Origin Rugby League matches, Seven’s AFL Grand Final –
Hawthorn vs Sydney, and Seven’s Tennis 2012 Australian Open Men’s Final were
also in the top 50 programs for 16 to 17 year-olds in 2012
Table 18 Top-rating live sport broadcasts on FTA TV in 2012 for 16 to 17-year-olds (compared to the
top-rating program)
Rank
(Overall)
Program Average audience
1 Big Brother Winner Announced 78,000
17 State of Origin Rugby League QLD v NSW 1st match 46,000
24 State of Origin Rugby League NSW v QLD 2nd
match 43,000
27 Seven’s AFL Grand Final – Hawthorn vs Sydney 41,000
34 State of Origin Rugby League QLD v NSW 3rd
match 40,000
50 Seven’s Tennis 2012 Australian Open Men’s Final 35,000
Source: OzTAM Pty Ltd.
Young people aged 16 to 17 years, five-city metro average audience, 1 January to 31 December 2012. All FTA channels.
Viewing session type is consolidated [live + as live + time shift]
About the data OzTAM is the official source of television audience measurement (TAM) covering
Australia’s five mainland metropolitan markets and nationally for subscription
television.
OzTAM ratings are audience estimates based on viewing behaviour in 3,500 panel
homes in Sydney, Melbourne, Brisbane, Adelaide and Perth and 1,413 homes
nationally for subscription television.
OzTAM’s ratings service provider, Nielsen TAM, collects and produces ratings data on
OzTAM’s behalf. Households are recruited to OzTAM’s panel via a large-scale
Establishment Survey that defines the population to be represented and its
characteristics.
OzTAM uses a people metering system called Unitam which captures viewing to all
broadcast television channels on all TV sets in panel homes.
Data on FTA television audiences covers the three main networks (Seven, Nine and
Ten) and their affiliated multi-channels (7TWO, 7mate, GO!, Gem, ONE, ELEVEN), as
well as the public broadcasters (ABC and SBS) and their multi-channels (ABC1,
ABC2, ABC3, ABC News 24, SBS ONE, SBS TWO,NITV).
Data on subscription television audiences covers the dedicated sports channels
available on subscription television (ESPN, ESPN2, Fox Sports 1, Fox Sports 2, Fox
Sports 3, Fox Footy, Fox Sports News, Fuel TV, Sky Racing, Sky Racing World,
SPEED).
For the purposes of the analysis of ‘live sport broadcasts’ presented in this report, the
television audience data sourced from OzTAM excluded the following types of sports
programs:
Pre and post match programs, Grand Final day non-match events, highlights,
repeats, ‘classic’ events, panel sport discussion programs, and events such as the
Brownlow medal.
Coverage of the London 2012 Olympics and all horse and greyhound racing events,
including coverage of the Melbourne Cup, were also excluded from the analysis of ‘live
sport broadcasts’ presented in this report.
acma.gov.au engage.acma.gov.au
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