Embedded gambling promotion in Australian football broadcasts_CQU.pdf (366.01 kB)
Embedded gambling promotion in Australian football broadcasts: An exploratory study
journal contribution
posted on 2023-10-18, 23:25 authored by L Milner, Nerilee HingNerilee Hing, P Vitartas, M LamontGovernments, researchers and the public have raised concerns about extensive gambling promotions during televised sport, particularly in Australia. This study aims to quantify gambling promotions during selected football broadcasts and conduct a content and semiotic analysis of their components. Analysis reveals that gambling promotions constituted 2.5% of observed broadcast time. Embedded gambling promotions included logos, sponsored segments, displayed betting odds
and extended betting commentary. Extensive plot placement potentially optimises promotions’ effectiveness, while their personal relevance, empathy, information and congruence align well with young male target audiences for football and sports betting. Implications for public health and sport management are noted.
History
Volume
46Issue
2Start Page
177End Page
198Number of Pages
22ISSN
1836-0645Publisher
RMIT PublishingAdditional Rights
CC BY NDPeer Reviewed
- Yes
Open Access
- Yes
External Author Affiliations
Southern Cross UniversityEra Eligible
- Yes