Gambling Companies Make Up 10% Of Swedish TV Ad Spend
The online gambling market in Sweden is undergoing changes which include the planned privatization of the state-owned betting monopoly Svenska Spel. As this unfolds many interested parties are looking to gain an advantage of their competitors by securing market share. This has led to a massive marketing campaign on gambling related TV ad spending which has shown some interesting facts.
A report by Stockholm based media consultant firm Mediavison shows that 10% of all Swedish television ad buys are gambling related which is an increase from the 3% in 2013.
There are over 30 domestic and international operators who spent money on advertising in H1 of 2016 of which international gambling operators make up 75% of the gambling spend. The numbers are surprisingly good as overall TV advertising spend is down by $11.8 m for the first seven months of 2016 and this trend is expected to continue according to the Advertising and Media Statistics.
Offshore gambling companies have doubled their TV ad buys in the last two years with Unibet in particular investing heavily in TV ads. In fact they have surpassed the state owned Svenska Spel as the largest gambling advertiser on Swedish Television. This investment seems to be paying off as it is the offshore operator with the largest number of active customers for the Swedish market. It remains to be seen if this spending spree will continue once the new regulations take hold.