While playing the pokies or grabbing a lotto ticket is full of risk, turning to newspapers to advertise punting products is not.
News media reaches 93 per cent of lottery, poker machine, TAB betting and online betting customers who are highly engaged and heavy newspaper readers. Almost 8 million newspapers readers have participated in at least one form of gambling in the past three months. Purchasing a lotto ticket or scratchie was the most popular activity with 5.2 million partaking in the last month.
Heavy newspaper readers are 15 per cent more likely to have gambled in the last month compared to the average newspaper reader. This group is also 50 per cent more likely to have placed a bet at the TAB, 23 per cent more likely to have placed a bet online and 20 per cent more likely to have played a poker machine.
Targeting these readers through the sport section can sweeten the odds compared to those who do not read newspapers. Readers in this group are twice as likely to have gambled in the last month. Sports readers are also nearly three times as likely to have placed a bet at the TAB and twice as likely to have played a poker machine.
The section is not the only one that can improve the odds of reaching a potential customers, with motoring and business and finance section readers almost twice as likely to have gambled in the last month. Readers who purchase lotto tickets and scratchies are two times more likely to be found in the classified and motoring sections.
Newspaper reading punters skew male. Eighty-two per cent of readers betting online and 79 per cent betting at the TAB are male. Poker machines, lottery tickets and scratchies are the most gender neutral forms of gambling, each around 50 per cent gender share.
Forty-six per cent of gamblers are over 55. Around 50 per cent gravitate toward the pokies, lottery tickets and scratchies, while only 32 per cent place bets online.
Readers in Western Australia are twice as likely to be gamblers than those in other states, driven by purchases of lottery tickets and scratchies. They are followed by South Australian and Tasmanian newspaper readers. While Victorian news readers are the least likely to be gamblers, they are still 25 per cent more likely to have gambled in the last month.