| Abstract: |
This study examined how advertisements on Channels Television affected BETNAIJA patronage among youths in Anambra State, Nigeria. The aim was to determine how exposure to television commercials influenced youths' participation in online betting. The study was based on the growing visibility of online betting and the role of broadcast media in shaping young people's behaviour. A survey design was used. A sample of 400 youths was selected from the three senatorial districts of Awka (Central), Onitsha (North), and Nnewi (South), using multistage sampling (cluster, simple random, and convenience) from a population of 2,212,315 youths. Out of 400 questionnaires distributed, 306 were valid, representing 77% of the sample. Data were collected using a structured questionnaire covering demographics, exposure, perception, and patronage of BETNAIJA, measured on a 5-point Likert scale. The findings showed that 71% of respondents were often exposed to BETNAIJA adverts on Channels Television. Also, 79 respondents stated that such exposure greatly influenced their patronage. However, attitudes toward the adverts were mostly negative, as 52–54% described them as exploitative, misleading, and harmful to the economy. These results showed a complex relationship between advertisement exposure, behavior, and social perception among youths. The study concluded that while television adverts increased awareness and patronage of BETNAIJA, they were not positively perceived by many youths. It recommended stricter regulation of betting advertisements, increased public awareness on the risks of excessive betting, and responsible advertising practices by media organizations and betting companies. |
