Trends in Advertising Activity - Gambling November 2013 Contents • Key Facts • Viewing Trends • Advertising Activity • Gambling • Lottery & Scratch Cards • Gambling excluding Lottery & Scratch cards • Bingo • Gambling Sports • Online Casino & Poker • Comparative analysis: ABC1 Adults & C2DE Adults • Annex 1 – Methodology 1 Key Facts Source: BARB/Infosys+/Nielsen Media Note: Figures have been rounded for illustrative purposes – please refer to the ‘Advertising Activity’ section for detailed analyses 2 Viewing la y 2012 Total TV Comm.TV icr Comm: Non-comm 2005 2012 a e d Adults 4.3 2.8 m / m Adults 64:36 66:34 g n o iw ABC1 Adults 3.5 2.2 c- ABC1 Adults 62:38 61:39 n e o iv C2DE Adults 5.2 3.6 N fo :la C2DE Adults 66:34 70:30 sru 4-15 2.4 1.7 icre 4-15 72:28 73:27 o m H 10-15 2.4 1.8 m 10-15 73:27 75:25 o C Viewing by daypart Commercial channel viewing by channel group • Around two-thirds of total and commercial channel viewing takes • Terrestrial channels account for almost two-fifths of adult viewing - place pre-2100 across the adult demographic groups – this has this has been in decline, as viewing to both Portfolio and ‘Other’ remained stable over time. ABC1 Adult viewing tends to be higher channels has increased, to around a quarter of viewing. later in the evening than Adults/C2DE Adults. • Among children, the share of viewing represented by the Terrestrial • Around four-fifths of Children’s viewing takes place pre-2100, falling channels falls to around a quarter and viewing to the Portfolio to around three-quarters among older children – this has also channels accounts for a fifth of viewing – Music channels and remained stable over the analysis period ‘Other’ channels account for a greater share of children’s viewing • In 2012, viewing to commercial channels peaked between 2100- than Adults. 2200 among adult demographic groups, between 2000-2100 among • The ‘Other Top 10 (Gambling)’ channels accounted for around 1% 10-15s and between 1900-2000 among 4-15s of viewing Children Adults Adults Children Terrestrial Portfolio Pre-2100 Sports Post-2100 Music Movies Other 3 Gambling 2005 2011 2012 Spots by daypart, 2012 Spots by channel, 2012 Spots 90k 955k 1.4m 5% 0600-0929 1% Terrestrial s % total spots 0.5% 2.9% 4.1% to 7% Portfolio p 0930-1659 8% S 34% • Between 2005 and 2012 the total amount of television advertising Sports la 44% ic shown almost doubled from 17.4m to 34.2m spots – over this 40% 1700-2059 22% re period the proportion of spots accounted for by Gambling Music m m • cWohmilme eardcviaelrsti sinincgre aacsreods sfr oamll s 0u.b5-%ca ttoe g4o.1ri%es. has grown, Bingo and 11% 11% 2100-2259 8% 9% Movies o C Online Casinos & Poker commercials represented a greater 2300-2959 Other - Top 10 proportion of Gambling spots in 2012 compared with 2005 as Lottery & Scratch cards accounted for a smaller share. Other Impacts by daypart, 2012 Impacts by channel, 2012 Impacts 2005 2011 2012 Per Terrestrial Person, 0600-0929 2012 Portfolio 0930-1659 Adults 5.8bn 22.7bn 30.9bn, 3.2% 630 s Sports t ca ABC1 Adults 2.2bn 8.4bn 11.8bn, 3.1% 451 1700-2059 p Music m C2DE Adults 3.6bn 14.3bn 19.1bn, 3.3% 833 I 2100-2259 Movies la 4-15 0.5bn 1.4bn 1.8bn, 1.8% 211 ic re 10-15 0.3bn 0.9bn 1.1bn, 2.3% 262 2300-2959 Other - Top 10 m m Other o • Between 2005 and 2012, Gambling impacts increased at a significantly faster rate than total television impacts. C • The volume of Lottery & Scratch card advertising seen remained relatively stable across the analysis period, although its share fell as total Gambling impacts increased – over the same period the proportion represented by Bingo, Online Casino & Poker and Gambling Sports advertising increased. • Compared with Adults, Children’s exposure to Gambling advertising was lower between 0930-1659 and 2300-2959 and higher between 1700-2059. Children’s exposure was lower as a share of total Gambling impacts across the Terrestrial channels and higher across Music channels, when compared against Adults Note: Figures have been rounded for illustrative purposes – please refer to the ‘Advertising Activity’ section for detailed analyses 4 Gambling Sub-category Analysis: Gambling Spots Number of spots: Gambling by sub-category Share of spots: Gambling by sub-category 90k 152k 234k 537k 567k 688k 955k 1389k ) s01500 Other 100% 4.2% 3.0% 4.1% 0 2.9% 4.7% 12.3% 0 90% ( sto1250 411 Online 80% 23.2% 25.3% 26.1% 29.2% 35.4% 29.6% ps casino & 70% 2.9% la1000 Poker 45.9% 5.2% 6.6% 91 2.6% icr Gambling - 60% 56.1% em 750 338 sports 50% 38.9% m 37.1% 38.3% o 201 25 532 40% 38.5% c fo 500 66 11468 36 368 Bingo 30% 69.6% 69.8% re 302 220 255 20% 45.4% bmuN 2500 62 13086 11100167 165 179 191 224 355 LScaocrtrtdaestrc yh & 100%% 30.8% 31.6% 27.8% 23.5% 25.6% 5 6 7 8 9 0 1 2 5 6 7 8 9 0 1 2 0 0 0 0 0 1 1 1 0 0 0 0 0 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 Source: BARB/Nielsen Monitor - Analysis excludes HD variants. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 5 Gambling Sub-category Analysis: Gambling Impacts Number of impacts: Gambling by sub-category, Share of impacts: Gambling by sub-category, Adults Adults 5.8bn 8.0bn 9.9bn 15.8bn 18.5bn 21.0bn 22.7bn 30.9bn 35 Other 100% 2.6% 90% 4.9% 11.2% 14.1% 16.7% 16.5% 19.2% n 30 20.1% 22.3% 4.3% 4.8% b 5.9 Online 80% 9.9% 9.3% , s25 casino & 38.2% 12.4% tca 3.8 Poker 70% p 41.7% m20 3.7 Gambling - 60% 42.0% 3.5 i f 2.6 2.1 sports 50% 39.4% 41.7% o 2.1 41.2% r15 1.8 0.9 12.7 eb 0.7 9.5 Bingo 40% 78.4% 76.2% m 7.8 8.3 u10 0.3 6.6 30% 54.1% N 1.8 3.8 20% 42.7% 39.0% 5 1.2 Lottery & 33.5% 32.5% 4.5 6.1 5.4 6.7 7.2 7.0 7.4 8.4 Scratch 10% 27.2% cards 0 0% 5 6 7 8 9 0 1 2 5 6 7 8 9 0 1 2 0 0 0 0 0 1 1 1 0 0 0 0 0 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 Source: BARB/Nielsen Monitor. - New BARB panel introduced 1st Jan 2010. As a result pre and post panel change data must be treated with caution. 6 Gambling Comparative Analysis by Daypart, 2012 Comparative charts, Gambling Commercial channel viewing (Adults) Spots Impacts (Adults) 50.0% % 5 40.0% % .93 %6.43 %1.43 %5.33 2 % 30.0% .7 4 2 .52 % % 2.12 1.0 %0 20.0% % % 2 % .81 4 1.1 3.1 .21 1 1 10.0% % % 1.5 6.4 %9 .1 0.0% 0600-0929 0930-1659 1700-2059 2100-2259 2300-2959 Source: BARB/Nielsen Monitor. 7 Gambling Comparative Analysis by Channel Group, 2012 Comparative charts, Gambling Commercial channel viewing (Adults) Spots Impacts (Adults) % 50.0% % 2 % 2 .4 6 .1 4 .8 4 40.0% 3 % 30.0% %2 % % 6.72 %9 .32 8.0 1.22 .32 2 20.0% 10.0% %3.1 %9.6 %1.5 %0.8 %9.7 %5.1 %6.2 %0.3 %1.9 %7.1 %0.1 %3.8 %0.2 0.0% Terrestrial Commercial Sports Music Movies Other - Top Other - All Commercial PSB Portfolio 10 other (Gambling) Source: BARB/Nielsen Monitor. 8 Lottery & Scratch cards 2005 2011 2012 Spots by daypart, 2012 Spots by channel, 2012 Spots 62k 224k 355k 4% 0600-0929 1% Terrestrial s % total spots 0.4% 0.7% 1.0% to 6% 10% 9% 7% Portfolio p 0930-1659 S • The number of LSC spots broadcast increased from 62k in 2005 to 40% Sports la 355k in 2012, accounting for 1.0% of all commercials shown – with ic a 58% increase between 2011 and 2012. 18% 1700-2059 r 26% Music e m • The distribution of LSC spots was fairly stable between 2005 and 62% m 2010 – since then there has been a notably increase in the volume 2100-2259 6% 11% Movies o and proportion of spots shown between 0930-1659. C • Terrestrial channels accounted for 1.5% of LSC spot broadcast in 2300-2959 Other - Top 10 2012 – ‘Other’ channels and Music channels represented 40.0% Other and 26.4% of spots respectively and the proportion shown across Movie channels increased to 10.7% in 2012 Impacts 2005 2011 2012 Per Impacts by daypart, 2012 Impacts by channel, 2012 Person, Terrestrial 2012 0600-0929 Adults 4.5bn 7.4bn 8.4bn, 0.9% 171 Portfolio s 0930-1659 t c ABC1 Adults 1.7bn 2.8bn 3.1bn, 0.8% 120 Sports a p 1700-2059 m C2DE Adults 2.8bn 4.6bn 5.3bn, 0.9% 229 Music I laic 4-15 385m 0.5bn 531m, 0.5% 63 2100-2259 Movies r 10-15 236m 0.3bn 323m, 0.7% 78 e m 2300-2959 Other - Top 10 m o Other C • The greatest proportion of LSC impacts was seen between 1700-2059. The share seen during this slot fell between 2011 and 2012 as the proportion seen during the 0930-1659 slot, which accounted for 61.5% of 2012 spots, increased. Compared with Adults, Children’s exposure to LSC impacts was higher, as a share, during the 1700-2059 slot and lower post-2100. • The volume of LSC impacts seen across the Terrestrial channels remained fairly stable over the analysis period although their share of impacts fell as the Portfolio channels represented a growing share of impacts. The Music channels accounted for a notably higher share of LSC impacts among Children compared with Adults. 9