Australian gambling advertising rose more than one-quarter over the first seven months of 2018, despite new restrictions on sports betting operators’ ability to promote their wares on television.

According to Standard Media Index (SMI) figures reported by AdNews, gambling advertising in the year through July totaled AU$140m (US$100m), a nearly 26% rise over the same period last year. The spending rise was a full-court press, with gains reported across all major media channels.

The rise was most noticeable in the 121% rise in newspaper gambling advertising spending. The ‘other’ category posted the second-largest gain, rising 91.3%, while cinema adverts were up nearly 84%. Outdoor gambling signage improved by 60.3% and radio spending was up 43.2%, while magazines benefited the least from the ad blitz, rising a mere 5.7%.

The above gains were somewhat expected, given the Australian government’s imposition this spring of new restrictions on Aussie-licensed betting operators’ ability to advertise on local television. Yet television’s take from gambling advertising through July was up 14.7% year-on-year, suggesting operators went on an advertising binge in the final weeks leading up to the new TV rules.