Online bingo TV spend hits £56m
WhichBingo report shows Tombola and Gala Coral were the biggest TV advertising spenders in the UK in 2015
Total TV advertising spend by online bingo brands increased by roughly a third to £56m during the 12 month period ended November 2015 with Tombola and Gala Coral the industryâs highest spenders, according to a report by online bingo affiliate WhichBingo.
The Online Bingo Annual Report 2016, which features statistics provided by Nielsen, revealed the top five UK TV spenders accounted for approximately 60% of total spend during the stated period.
Tombola spent £11.4m across the 12 months with Gala Coral, which includes spend for both Gala Bingo and Coral Bingo brands, in second-place with £7.6m.
The third and fourth biggest spenders were Entertaining Play (£5.3m) and Gamesys (£5.2m) which are part of, and made up of, a number of companies under the Gamesys company brand.
And at number five was Winner Bingo, which with £4.8m spent more than Rank Groupâs Mecca Bingo (£3.7m).
Speaking to eGaming Review Gala Coral brand director Alison Digges said TV remained an essential part of the operatorâs marketing mix despite seeing a shift in consumer habits.
âTV advertising and sponsorship remains a core acquisition and retention channel for Gala Bingo with our core target audience of 40-plus females still heavy TV consumers despite the rise of video on demand and other digital channels,â Digges said.
Using search tools provided by Google, SEMrush, Ahrefs and MOZ, the report also found that for the month December 2015, Gala Bingo, Jackpotjoy and Tombola were the leading brands for brand organic search traffic with monthly search volumes of 368,000.
In comparison, the highest generic search term âbingoâ only recorded a search volume of 60,500 during the same period, with âbingo sitesâ in second with 27,100 and âfree bingoâ in third on 14,800.
For the term âbingoâ, GVC Holdingsâ brand Foxy Bingo ranked first, followed by Cheeky Bingo, Sky Bingo, Booty Bingo and New Look Bingo.
An in-depth extract of the report will feature in the next issue of EGR Digital Marketing.