Thursday, September 26th, 2013 - Roy Morgan Research
The last week in September has finally arrived, providing gamblers with one final opportunity to bet big on the AFL action. Whether they’re betting on the head-to-head outcome, the Norm Smith winner or the first goal-scorer, chances are Hawthorn supporters will gamble more than Fremantle supporters according to the latest data from Roy Morgan Research.

Indeed, Hawks fans soar above Dockers supporters when it comes to leisure and entertainment expenses in general, spending around $190 in an average seven-day period (compared to Freo fans’ $145). Intriguingly, they even spend about $23 more per week than Freo fans on ‘entertainment at home’. Fremantle supporters, however, spend slightly more on ‘going out’ in an average seven-day period.

But gambling is where supporters of this week’s Grand Finalists differ most in terms of leisure spend, with Hawthorn fans betting $39 per week — over two-and-a-half times more than Fremantle fans ($14). With both teams competing for the premiership on Saturday, of course, it’s likely these averages will shoot up this week.

Average spend on Leisure and Entertainment in average 7 day period


Source: Roy Morgan Single Source (Australia), Jul 2012 – Jun 2013, Hawthorn supporters aged 18+ n= 419Fremantle supporters aged 18+ n= 396

Geoffrey Smith, General Manager – Consumer Products, Roy Morgan Research, says:

“Who will be crowned AFL champions of 2013? All the bookies say Hawthorn are current favourites, and with the team’s strong performances this season, it won’t be surprising to see their supporters staking big money on a Hawks victory. In fact, not only do Hawks fans spend more on gambling than Fremantle supporters, but they have the highest average gambling spend of all AFL supporters.

“If there’s one thing we can all bet on, it’s that this weekend’s Grand Final will be an almighty clash for the holy grail of Australian sport. Until that final siren sounds, there’ll be plenty of banter among supporters of both teams ... with bragging rights the biggest prize of all.”

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Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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AFL, Fremantle, Hawthorn, Dockers, Hawks, Grand Final



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