A new UK survey claims 95% of televised football matches contain at least one commercial for a gambling operator, and gambling adverts count for over one-third of some match advertising.

This weekend, the BBC Victoria Derbyshire show released the results of a study of advertising across 25 football matches broadcast via Sky Sports, BT Sport and ITV this season. The study found that 95% of these matches contained at least one bookmaker advert, while the average ratio of gambling adverts in these matches was one in five.

The percentage of advertising spots devoted to gambling companies hit 37% in a Sky Sports broadcast of Scotland v. Slovakia on October 11, 2016, with eight different gambling companies responsible for 19 commercial spots. A September 28 BT Sport match featuring Everton’s Europa League v. Apollon Limassol saw the ratio leap to 40%, with five companies responsible for 18 adverts.

Despite commercial spots on English Premier League football broadcasts costing around £35k a pop, betting firms have been devoting ever larger slices of their marketing budget to the medium. Nielsen researchers said gambling firms spent £118.5m on TV promos in 2015 and this figure is said to have topped £150m in 2016.