With the conclusion of the year, market research agency BlokeVote sought to find out what Blokes really think about betting ads.
Over one thousand (1,150) Blokes over 18 plus years were surveyed, with each bloke asked to rate ads from Sportsbet, Bluebet, TAB, Pointsbet, Bet 365 and Ladbrokes.
The blokes were shown campaign content from each betting agency and asked to rate them out of 5, with 5 being excellent and 1 very poor. We then asked the blokes to tell us which ad was their favourite and why.
The proportion of participants who gambled at least once a week increased from 79 per cent to 83 per cent, and the proportion who gambled 4+ times per week increased from 23 per cent to 32 per cent.
Not only was BlokeVote looking to discover the most loved and loathed betting ads but also the pressing questions like;
- Does Mark Wahlberg riding a rocket make everything more entertaining?
- Has Sportsbet hit a nerve with the common man?
- And do blokes know which betting app is the one with Shaq?
Sportsbet’s “Elite Average Games” were by far the most popular campaign with close to half of all blokes choosing it as their favourite campaign.
The ad features elite average athlete Gary Flynn training for the wheelie bin event at the Average Olympics.
According to the blokes, this play on the “common man” achieving greatness is what makes Sportsbet their favourite campaign.
A long way back in second was Pointsbet with only 2-in-10 blokes choosing it as their favourite campaign.
The “Shaqing Easy” campaign features Shaquille O’Neal and some clever quips about how easy it is to bet on sports with Pointsbet.
The interesting takeaway from this is that a number of the respondents who chose Pointsbet did so because Shaquille O’Neal or Shaq stars in the ad.
Finally, in third place with just 12 per cent of the vote was the Ladbrokes campaign “Ladbroke the world” which was by far the most divisive amongst Blokes.
The Ladbrokes campaign bombed out with the younger blokes (18-29-year-olds) with less than 5 per cent choosing it as their favourite campaign.
Although media saturation has achieved almost full campaign recognition it’s clear that there is a level of avoidance amongst blokes.
Still, it’s interesting to see what connects.
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