Norwegian gambling ad trends revealed

Norwegian gambling ad trends revealed

Norwegian state-owned operators Norsk Tipping, Rikstoto and Pantelotteriet have increased their investment in television advertising by a total of 31% in the year through to the end of July, it has emerged.

Published 30th November 2018

According to a report by Medietilsynet, the country’s media regulator, TV advertising by gambling companies actually fell by 3% overall to just over NK1bn (£91m/€103m/$116.2m).

However, the three operators bucked the trend by spending about NK250m in the 12-month period.

TV marketing spend by unlicensed offshore companies, which can advertise via channels broadcasting to Norway from offshore locations, fell by 10% to NK770m from a record NK850m in the year through to the end of July 2017. Almost all of that total came from channels that broadcast from the UK.

Medietilsynet, citing figures from Nielsen, found that just 2.5% of Norwegian channels’ advertising revenue comes from gambling in comparison with 18% from the foreign channels.

“The Lottery Authority is very pleased that the marketing of gaming on television is down,” Gunn Merete Paulsen, general director of the Lottstift regulator, said. “The main emphasis of this promotion is made by companies that are not authorised to offer or market gambling through Norwegian television channels in Norway.

“The fact that we see such a big reduction in such marketing can be a sign that regulatory measures have taken place and that the trend has now reversed.”