It came to Casino Guardian’s knowledge that At The Races (ATR) channel has allowed spot advertising for the first time, which on the other hand could lead to increased interest towards bookmaker adverts.
Previously, the gambling operators have not been allowed to provide their sponsorship to all programmes on At The Races channel, as they were given the opportunity to sponsor specific programmes only. Under the changes implemented by the British television channel, gambling companies will be now able to broadcast over advertising breaks, too.
ATR Implements New Spot Advertising Option
The changes made by At The Race channel come prior to the ongoing UK Government’s review of the local gambling industry and controversial fixed-odds betting terminals (FOBTs). The report for the review’s results is expected to be brought to light later in October. The review has been considered one of the hottest issues in the industry, especially considering the fact that it could bring serious consequences to the market and impose tighter restrictions on gambling companies which operate on the territory of the UK.
As far as gambling advertising is concerned, the Department for Culture, Media and Sports’ review could end up with a possible restriction of bookmaker advertising on TV before 9:00 PM. Unfortunately for both bookmakers and the ATR channel, the changes that would allow spot advertising may not last long due to the possible clampdown on bookmaker advertising that could be imposed by the UK Government.
The Commercial Director of At The Races channel, Tony Sweeney, revealed that there had been no pressure for the implementation of spot advertising until recently. He also commented that sponsorship and spot advertising were two different things, with sponsorship being actually branding in its core, while spot advertising was considered as a additionally efficient way of promoting certain services to customers.
According to Mr. Sweeney, bookmakers have boosted their television advertising over the last year and a half. Now, spot advertising is to add one more option to the already existing marketing opportunities that are being offered by the ATR channel to the sports betting operators in the UK gambling sector.
As long as the timing of the new changes is concerned, the Commercial Director at ATR said that the channel would comply with whatever decision the competent authorities make, but the ongoing industry review has not stopped it from allowing spot advertising to the options available for bookmakers.
UK Bookmakers Already Take Advantage of Spot Advertising Option
UK gambling giant Ladbrokes Coral has become the first bookmaker that signed a spot advertising contract with At The Races, aiming to reach its targeted audience more easily. This was confirmed by the company’s spokesman Simon Clare, on one hand, and by the gambling operator’s Director of Marketing Alexis Zamboglou, on the other hand.
According to the company’s spokesman Simon Clare, the new advertising opportunity would be an “exciting new phase” of the relationship between the UK gambling giant and At The Race channel. The new changes implemented by the British television channel were seen as an excellent opportunity for the company to reach its targeted audience, according to Alexis Zamboglou, especially considering the fact that ATR not only offers live sporting events that are crucial to Ladbrokes Coral’s sportsbook, but also do that in a customer-oriented manner.
- Author
Olivia Cole
