Sportsbet Elite Average Campaign Voted Number One By Blokes
With the conclusion of the Spring Racing Carnival, we sought to find out what Blokes really think about betting ads.
Over one thousand (1,150) Blokes over 18+ 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.
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 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.
“They are intelligently made, are funny and relate to the common person”
“Funny ads without being childish like Ladbrokes. Has a good dig at being the best at obscure sports; love it.”
“They’re funny ads are cleverly done. Playing on our (Australian Blokes) love for making anything into a contest.”
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.
“Shaquille O'Neal is a funny guy”
“Shaq has a good character”
Finally, in third place with just 12% 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 % 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 (aka Piss off factor) amongst blokes.
“It is instantly recognisable as a betting advert, so I can grab the remote and mute it extremely quickly”
Background
During the COVID-19 period, there has been a significant increase in the frequency of gambling.The proportion of participants who gambled at least once a week increased from 79% to 83%, and the proportion who gambled 4+ times per week increased from 23% to 32%.
It’s safe to say that regardless of the opinions held by blokes towards betting ads and the industry in general, the ads are collectively working. This is despite laws introduced in 2015 to ban the ads being aired on daytime and primetime television. Since then, the industry has grown about 10% per year to an estimated 6.9 Billion dollars in 2020.
Bloke Vote is Australia's only dedicated “blue-collar-bloke” panel, created in 2012 after increasing demand to tap into the blue-collar dollar.
BlokeVote is a research-only panel that specialises in understanding behaviour and identifying trends in the Trades, DIY, Auto, Leisure and other “Bloke” related industries.
BlokeVote exists to improve the lives of Blokes, by creating a link between them and the brands they love, for mutual benefit.
Founder of BlokeVote Troy Rudd explains how BlokeVote gets deeper insights from Blokes;
“We know Blokes require different techniques and approaches, so we meet them where they’re at.”
We engage them in multiple ways. Online through our blokes only research panel of over 45,000 “hard to reach” Tradies and DIY blokes, in-situ with “beer garden” and “back-of-ute sessions” or in-store with “video ethnography”
For more information get in touch via our contact page.