UK gambling firms spent 46% more on television adverts in 2015 than they spent in 2012 and are on track to set a new spending record in 2016.

According to data compiled by broadcast researchers Nielsen for The Guardian newspaper, UK gambling firms spent £118.5m on TV promos in 2015, up from just £82.1m in 2012.

Bingo operators, who are allowed to advertise on TV before the 9pm watershed, topped all other verticals last year by spending £56.9m, 17% higher than in 2014. Online casino spending was the biggest gainer, rising 54% to £30.1m, while sports betting ranked third with £26.7m.

Over the first five months of 2016, gambling firms spent £51.4m on TV adverts. Should that trend continue, full-year 2016 TV spending could top £123m. And considering that those year-to-date figures didn’t include the Euro 2016 football marketing bonanza, the final figure could easily exceed that £123m estimate.