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Betting odds and advertising for betting agencies during sports broadcastsCommunity research

JULY 2013

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Published by the Australian Communications and Media Authority

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Executive summary 1About the research 1Key findings 1

Introduction 5Background 5Note on terminology 6

Australians’ interest in sport 7Placing bets on sports events 8

Recall of betting odds and advertising for betting agencies 10Perceptions 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 27National survey conducted by Newspoll 27

Appendix A—Newspoll Questionnaire 29

Appendix B—Audiences for live sport broadcasts on FTA and subscription television in 2012 34Top-rating live sport broadcasts on FTA television in 2012 34Top-rating live sport broadcasts on subscription television in 2012 35Children and young people’s viewing of live sport broadcasts on FTA television in 2012 36About the data 38

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Executive summaryAbout the researchResearch conducted by NewspollIn 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 broadcastsTo 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 findingsAustralians 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.

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> 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.

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Figure 1 Attitudes towards the presentation of betting odds and advertising for betting agencies during live sport broadcasts and sport-related television programs

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

0% 20% 40% 60% 80% 100%

44%

46%

45%

49%

17%

16%

18%

16%

20%

20%

19%

16%

10%

9%

12%

11%

9%

10%

7%

7%

Not at all acceptable Not very acceptable Somewhat acceptableCompletely 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 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.

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Figure 2 Support for restrictions on the presentation of betting odds and advertising for betting agencies during live sport broadcasts

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

0% 20% 40% 60% 80% 100%

78%

85%

80%

85%

13%

10%

13%

10%

10%

5%

8%

5%

In favour Against Neither/don't know


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.

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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.

BackgroundUnder 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.

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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 terminologyIn 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.

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Australians’ interest in sportSport 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

Sport-related TV programs

Live sport on the radio

Live sport on TV

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

8%

7%

23%

16%

11%

23%

5%

4%

8%

6%

7%

8%

12%

13%

17%

53%

58%

21%

More than once a week Once a week About once a fortnightAbout once a month Less often Never


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 differencesMen 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.

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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 eventsAround 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)

1%2%1% 2%

8%

87%

More than once a week Once a week About once a fortnightAbout once a month Less often Never


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

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Demographic differencesMen (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

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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

Recall seeing betting odds on TV

Recall seeing advertising for betting agencies on TV

0% 20% 40% 60% 80% 100%

47%

67%

50%

30%

3%

3%

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 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.

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Figure 6 Recall of betting odds and advertising for betting agencies during live sport on the radio

Recall hearing betting odds on radio

Recall hearing advertising for betting agencies on radio

0%20%

40%60%

80%100%

35%

44%

63%

54%

3%

2%

YesNoDon't know

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 eventRespondents 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 listenersRecall 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?

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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 monthsRespondents 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

66%

1%

16%

17%

IncreasedDecreasedStayed the sameDon't know


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/listenersRegular 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

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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...?

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Impact of the presentation of betting odds on viewer/listener experienceRespondents 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

3%

51%

41%

5%

Improves your experience of the sport during the eventMakes no difference to your experienceDisrupts or worsens your experience of the sport during the eventDon'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 eventRespondents 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.

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

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Attitudes towards presentation of betting odds and advertising for betting agenciesAttitudes 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

Advertising for betting agencies

Display or reading of betting odds

0% 20% 40% 60% 80% 100%

46%

49%

16%

16%

20%

16%

9%

11%

10%

7%




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?

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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

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

44%

45%

17%

18%

20%

19%

10%

12%

9%

7%



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 watchingRespondents 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.

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> 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

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

37%

43%

12%

14%

31%

26%

16%

12%

4%

4%



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 differencesYounger 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.

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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

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)

Pres

enta

tion

of b

etting

odd

s dur

ing

live

spor

t bro

adca

sts

0% 20% 40% 60% 80% 100%

73%

67%

43%

77%

70%

47%

15%

26%

50%

14%

24%

47%

13%

8%

7%

9%

6%

7%

Not Acceptable Acceptable Don't know/neither



Parents and regular sports viewersParents 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).

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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 broadcastsDisplay or reading of betting odds 45% 51% 4%Advertising for betting agencies 45% 49% 6%During sport-related television programsDisplay 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: 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?

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Support for restrictionsRespondents 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 oddsRestrictions 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 agenciesRestrictions on the time of day when advertising for betting agencies can be broadcast

85% 10% 5%


78% 13% 10%

Not allowing any advertising for betting agencies during live sport broadcasts no matter the time of day

61% 33% 7%



Demographic differencesSupport 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

acma | 21

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%


80% 77% 82% 78% 81% 80%


63% 60% 66% 48% 67% 71%

Restricting advertising for betting agenciesRestrictions on the time of day when advertising for betting agencies can be broadcast

85% 84% 86% 87% 89% 81%


78% 76% 80% 75% 80% 79%


61% 57% 64% 47% 62% 70%


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.

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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







0% 20% 40% 60% 80% 100%

44%

69%

79%

46%

72%

74%

46%

21%

14%

46%

21%

19%

10%

9%

7%

9%

7%

8%

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)


Support for restrictions by respondent attitudes towards the acceptability of betting odds and advertising for betting agenciesSupport 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.

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Table 9 Support for restricting the presentation of betting odds, by respondent attitudes towards betting odds


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 broadcastsUnacceptable (n=843)


85% 80% 89%


80% 60% 90%


63% 25% 81%


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


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%


61% 28% 80%


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Regular sports viewersRespondents 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).

ParentsParents 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 oddsRestrictions on the time of day when betting odds can be broadcast

85% 86% 90%


80% 81% 81%


63% 63% 62%


85% 84% 89%


78% 80% 78%


61% 61% 57%


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ConclusionThis 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 broadcastsJust 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 programsSixty-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.

.

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Research methodologyNational survey conducted by NewspollSampleNewspoll 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.

InterviewingInterviews 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.

WeightingTo 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 resultsTo 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 estimateTotal 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 level10% 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%

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QuestionnaireA 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.

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Appendix A—Newspoll QuestionnaireSECTION 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 week2 Once a week3 About once a fortnight4 About once a month5 Less often6 Or, never99 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


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


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D5(a) HIDDEN QUESTION: PROG NOTE: RANDOMLY SELECT TWO BETTING AGENCIES FROM THE FOLLOWING LIST

1 Bet 3.6.5.2 Betfair3 CentreBet4 LuxBet5 Sporting Bet6 Sports Bet7 T.A.B. Sport8 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


1 Yes \ recall seeing

2 No \ didn’t see99 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


1 Yes \ recall hearing

2 No \ didn’t hear99 Don’t know

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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 acceptableIF NOT ACCEPTABLE Is that not at all acceptable or not very acceptable


1 Completely acceptable2 Somewhat acceptable3 Not very acceptable4 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



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



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

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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


1 Yes \ recall seeing

2 No \ didn’t see99 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


1 Yes \ recall hearing

2 No \ didn’t hear99 Don’t know


D14 Do you personally find the displaying or reading of betting odds during live sports broadcasts acceptable or not acceptable? UNFOLD



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



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

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1 Improves your experience of the sport during the event2 Makes no difference to your experience 3 Disrupts or worsens your experience of the sport during the

event99 DO NOT READ Don’t know


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



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


1 Increased2 Decreased3 Or, stayed the same99 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

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Appendix B—Audiences for live sport broadcasts on FTA and subscription television in 2012The 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 2012Live 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.

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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 3,325,0001 4 Seven’s AFL: Grand Final: Hawthorn vs Sydney 2,962,0002 9 State of Origin Rugby League QLD v NSW 3rd match 2,694,0003 11 Rugby League Grand Final 2,568,0004 12 State of Origin Rugby League QLD v NSW 1st match 2,532,0005 14 State of Origin Rugby League NSW v QLD 2nd match 2,512,0006 26 Seven’s Tennis: 2012 Australian Open – Men’s Final 2,047,000

7 31Seven’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 1,754,0009 # Twenty/20 – Australia v India Game 2 1,433,000

10 # Twenty/20 – Australia v India Game 1 1,420,000Source: 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 2012AFL 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.

acma | 35

Table 14 Top 10 live sport broadcasts on subscription television in 2012

Rank Program Average Audience1 Live: AFL PF, Sydney V Collingwood 503,0002 Live: Cricket: Big Bash League Final 450,0003 Live: AFL SF#1 Collingwood V West Coast 438,0004 Live: AFL SF#1 Adelaide V Fremantle 420,0005 Live: AFL PF, Hawthorn V Adelaide 412,0006 Live: AFL QF#1 Hawthorn V Collingwood 401,0007 Live: NRL Cowboys V Wests Tigers 398,0008 Live: NRL Bulldogs V Rabbitohs 395,0009 Live: NRL Dragons V Roosters 390,00010 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 2012Live 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 yearsThe 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)


1 The Voice - SUNDAY 120,0005 Seven’s AFL Grand Final – Hawthorn vs Sydney 109,00019 State of Origin Rugby League QLD v NSW 3rd match 95,00023 State of Origin Rugby League QLD v NSW 1st match 93,00024 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]

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Children aged 10 to 12 yearsThe 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)


1 The Voice Grand Final Winner Announced 126,0005 State of Origin Rugby League QLD v NSW 3rd match 94,00020 State of Origin Rugby League QLD v NSW 1st match 72,00029 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 yearsThe 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.


Rank (Overall)


1 The Voice Grand Final Winner Announced 124,0005 State of Origin Rugby League QLD v NSW 3rd match 92,0009 State of Origin Rugby League QLD v NSW 2nd match 82,00013 State of Origin Rugby League QLD v NSW 1st match 80,00016 Seven’s AFL Grand Final – Hawthorn vs Sydney 78,00035 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 yearsCompared 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).

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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


Rank (Overall)

Program Average audience

1 Big Brother Winner Announced 78,00017 State of Origin Rugby League QLD v NSW 1st match 46,00024 State of Origin Rugby League NSW v QLD 2nd match 43,00027 Seven’s AFL Grand Final – Hawthorn vs Sydney 41,00034 State of Origin Rugby League QLD v NSW 3rd match 40,00050 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 dataOzTAM 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.

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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.

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Documents

Document - acma.gov.au/media/mediacomms/Report/… · Web viewDo you recall seeing any betting odds being displayed on TV at any time while watching a live sport broadcast or a