During 2019, all Spanish gambling operators increased their advertising spending by more than 10%. However, it was the state lotteries that made the greatest amount of money available for this type of expense.
The Spanish Association of Advertisers (AEA), published this week its report Observatory of Advertising in Spain 2020, which places gambling and betting in box number 11 on the list of most important industrial sectors by investing together around € 145.6m in 2019.
The amount represented an increase of 10.6% compared to the ad spend in 2018. Despite the fact that the general ad spend of the games market had a fall of 0.6% year-on-year.
Gambling, along with the industrial, material and agricultural sectors, were the only two sectors that registered a substantial increase of the remarkable one in the ad spending last year. The latter spent 29.3%.
Regarding ‘notoriety’, which the AEA defines as “the number of people who remember having seen or heard advertising for a brand, ‘the game was ranked 15th, behind the item’ home ‘and ahead of the sector ‘articles for personal use.’”
According to these numbers, digital media were left with a larger share of the advertising pie, above Spanish television, registering 38.6% of the total advertising spending in 2019. On the other hand, television obtained 33.7% to be in second place. Then radio and newspapers were tied with 8.2%.
Currently in Spain there is a dispute between online gambling operators and the country’s Minister of Consumer Affairs, Alberto Garzón. The minister hopes to impose this month the new Royal Decree on the advertising of games of chance.
When this new rule comes into force, operators will be limited in their ability to promote gaming products through any medium. That is to say, on radio and television, as well as on the jersey of soccer teams and other sports.
In 2019, spending on sports sponsorships rose to 405 million euros, according to the AEA report. This is 9.8% more than in the previous year. On the other hand, sponsorships were imposed on the ‘notoriety’ index, which showed that they are more valuable although few operators can pay for this type of agreement.
It is worth noting that these restrictive Spanish rules will not be applied to the two state lotteries, ONCE and SELAE.
Statistics from the AEA show that ONCE spent around €49 million on promoting its products in 2019. Perhaps this is why its sales increased that year by 4.4% or what is equal to €2.25 billion.
As for SELAE, which has been underwriting various sports sponsorships, as have its private competitors in September, announced a new agreement with the Spanish Radio and Television Corporation. The objective of the agreement is to sponsor outstanding packages of matches in which the two best soccer teams in the country are involved.