Research from CGA by NielsenIQ shows on Melbourne Cup day more people were likely to place a bet if they were in an on-premise venue than watching the race elsewhere.

The race, run on the first Tuesday in November, was watched by around half of Australia’s consumers with 20 per cent viewing the event in a pub or club.

Of those in an on-premise venue, 79 per cent were likely to place a bet compared with 63 per cent who would have bet but watched the race elsewhere.

CGA Client Solutions Director, James Phillips, said it’s clear that sport betting and hospitality operator partnerships can be very beneficial for both sides.

“Consumers [reported] that they would engage more in betting if they were at a hospitality venue, and in turn would order a higher number of drinks if they placed a bet,” he said.

Overall, 60 per cent of Australian consumers say they would be more likely to place a bet when watching a sporting event in a pub, bar, restaurant or other hospitality venue than if they were watching it at home. 

Almost half of the 750 survey respondents said they would stay at a hospitality venue for longer to watch the full event if they were taking part in mobile sports betting.

The report also found spend per visit has increased slightly which is mainly attributed to the price increases of food and drink but a third of consumers have spent more in order to treat themselves with a quarter celebrating more for special occasions.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

Leave a comment

Your email address will not be published. Required fields are marked *