CGA Head Weighs in on NHL Advertising and (the lack of) Gaming Commercials
A LinkedIn post by MediaRadar highlighting its research on who is advertising on NHL Playoff broadcasts caught the eye of Canadian Gaming Association CEO, Paul Burns.
MediaRadar said its “proprietary video-based pattern recognition technology” lets it track TV airplay. In this case, from April 14 to May 11, charting which brands are getting the most on-air occurrences during the playoffs.
Top rs During NHL Playoffs
The top ten advertising companies with the most TV airplay between April 14 and May 11.
- Restaurant Brands International (they of the ubiquitous Tim Horton’s commercials
- Hyundai
- Pepsi
- Bank of Nova Scotia
- Procter and Gamble
- Subaru
- Ford
- General Motors
- PPG Canada
- Canadian Tire
Paul Burns Replies
Burns replied to the post, "Interesting read, especially to see who is NOT in the top ten." He was referring to gambling companies and provincial lottery and gaming corporations.
|
"Online gaming ad spending dropped from 3% of total ad spend in 2023 to 2% in 2024. Online gaming ad occurrences in NHL hockey broadcasts dropped from 6% of total occurrences in 2023 to 4% in 2024. Overall, online gaming advertising s for only two percent of all TV ad occurrences." –Paul Burns | Canadian Gaming Association President & CEO |
Then, referencing the reintroduction of a bill in the Canadian Senate to create a national strategy for sports wagering, Burns said, “perspective and facts are important. Sport betting revenue in Canada represents less than five percent of the $21 billion annual national gaming revenue.”
