CIA Sensor / MediaLab have conducted research into opinions of the ban on TV bingo advertising. More than eight out of ten (85%) of people researched do not agree with the ban.
The findings come as bingo operators lobby the government to allow them to compete on a level footing with the National Lottery and the football pools. The latter was only recently allowed to advertise on television.
When asked which gambling areas should remain banned from advertising on television more than one third of adults (34%) said casinos and a similar number (35%) would like a continued ban on betting shops.
Anthony Jones said that operators claim that less people are playing bingo because of the National Lottery. They say that the Lottery and football pools are allowed to advertise on television while bingo remains banned.
CIA also examined the public’s attitudes towards direct response advertising. The survey found that 30% of adults claim to think better of companies that provide a telephone number in their advertising that consumers can call for more information.
Upmarket ABs are particularly likely to favour companies that use a telephone number in their advertising, with 38% of this group thinking positively of companies that do.
Anthony Jones, CIA: 0171 633 9999
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