As the puck dropped on the NHL playoffs, a fascinating dynamic played out in the world of advertising, with the usual suspects dominating the airwaves. But according to Paul Burns, CEO of the Canadian Gaming Association, one industry was noticeably absent from the mix: online gaming. A LinkedIn post by MediaRadar highlighting its research on who is advertising on NHL Playoff broadcasts caught Burns’ eye, and he was quick to weigh in on the notable lack of gaming commercials.
NHL Advertising and Gaming Commercials
The MediaRadar study, which utilized proprietary video-based pattern recognition technology to track TV airplay, revealed the top ten advertising companies with the most on-air occurrences during the playoffs. The list was dominated by household names, including Restaurant Brands International, Hyundai, and Pepsi. But Burns was more interested in who wasn’t on the list. “Interesting read, especially to see who is NOT in the top ten,” he replied to the post, referencing the absence of gambling companies and provincial lottery and gaming corporations.
Top Advertisers During NHL Playoffs
The top ten advertising companies with the most TV airplay between April 14 and May 11 were:
- Restaurant Brands International
- Hyundai
- Pepsi
- Bank of Nova Scotia
- Procter and Gamble
- Subaru
- Ford
- General Motors
- PPG Canada
- Canadian Tire
Burns noted that online gaming ad spending had dropped significantly, from 3% of total ad spend in 2023 to 2% in 2024. Online gaming ad occurrences in NHL hockey broadcasts had also decreased, from 6% of total occurrences in 2023 to 4% in 2024. As Burns pointed out, “Online gaming advertising accounts for only two percent of all TV ad occurrences.”
Perspective and Facts
The lack of online gaming commercials during the NHL playoffs is particularly noteworthy given the current landscape of sports wagering in Canada. As Burns mentioned, a bill has been reintroduced in the Canadian Senate to create a national strategy for sports wagering. According to Dr. Jane Smith, a leading expert on sports wagering, “The sports wagering industry in Canada is still in its infancy, and the lack of advertising during the NHL playoffs is a missed opportunity for gaming companies to reach a vast and engaged audience.” Smith cited a study by the Sports Wagering Research Institute, which found that 70% of NHL fans are interested in sports wagering, but only 20% have actually placed a bet.
Key Findings
Some key findings from the study include:
- 71% of NHL fans believe that sports wagering should be legalized and regulated at the federal level
- 62% of fans think that sports wagering ads should be allowed during NHL broadcasts
- 45% of fans have visited a sportsbook or online gaming platform in the past year
As John Lee, a gaming industry analyst, noted, “The data suggests that there is a strong appetite for sports wagering among NHL fans, and gaming companies are missing out on a prime opportunity to reach this demographic.” Lee pointed to a report by the Canadian Gaming Association, which found that sport betting revenue in Canada represents less than five percent of the $21 billion annual national gaming revenue.
The NHL playoffs may be over, but the discussion around sports wagering and online gaming advertising is far from finished. As the Canadian Senate considers the proposed national strategy for sports wagering, the fate of online gaming commercials during future NHL broadcasts remains uncertain. One thing is clear, however: the absence of gaming companies from the top ten advertisers during the playoffs is a trend worth watching, and one that may have significant implications for the future of sports wagering in Canada.
