The WhichBingo annual report has been released online which has revealed a massive drop in spending on TV advertising.
The top ten brands spent an estimate £43.4 million in the past year, which is down from the report £56 million spent in the previous year. The top ten contributed 95% of all TV ad spend.
The bingo company Tombola topping the tree with £12.4 million, which is actually £1m more than the previous year. This figure now contributes to nearly 29% of the total amount spent by all online bingo brands and operators. Interestingly, they also reputedly spent a notable £3.8m on their new slots brand tombola arcade which launched in 2016.
That amount is also 50% more than its nearest rival on the top ten, Gala Bingo, who spent an estimated £8 million in the last twelve months. The company’s spend is up slightly from £7.6m in 2015 to the £8m in 2016. From the WhichBingo sourced figures they also spent £133k on promoting land-based bingo halls.
Mecca Bingo were third on the list with £6.8 million spent in 2016, another company who spent significantly more on TV media in 2016 (they spent just £3.7m in 2015). The supporting creative for their latest (Q4 2016) TV commercial features celebrity Louise Redknapp formerly a member of 90’s girl band Eternal, which continues the theme by a number of bingo brands to recruit famous faces.
Foxy Bingo and Sky Bingo rounded out the top five with £3.9m and £2.8m spent in 2016 respectively. They were followed by Wink Bingo (£2.8m), and Sun Bingo (£2.6m), as well as Costa Bingo, Heart Bingo and Bet365 Bingo who all spent under £1m on their 2015 TV campaigns.
The brands notably absent from advertising on TV in 2016 include Jackpotjoy, Paddy Power Bingo and William Hill Bingo.
