A comparative content analysis of media reporting of sports betting in Australia: lessons for public health media advocacy approaches

Table 3 Primary and secondary themes relating to sports betting in major Australian newspapers

Theme	Time Period One + Time Period Two Totals N = 241 (%)^a	Time Period One: Dec 1 2012–30 June 2013 N = 114 (%)^a	Time Period Two: Sept 1 2015–31 May 2016 N = 127 (%)^a	p-value
Primary Theme
Regulatory Reform	88 (37)	56 (49)	32 (25)	<0.0001 ^**
Marketing and Communication	70 (29)	33 (29)	37 (29)	0.975
Sport Integrity	25 (10)	11 (10)	14 (11)	0.727
Gambling Integrity	24 (10)	9 (8)	15 (12)	0.311
Industry Finance and Partnerships	13 (5)	3 (3)	10 (8)	0.72
Technology	12 (5)	0 (0)	12 (9)	0.001**
Gambling Harm	5 (2)	2 (2)	3 (2)	1.000^b
Miscellaneous	4 (2)	0 (0)	4 (3)	0.124^b
Secondary Theme
Marketing and Communication	95 (39)	64 (56)	31 (24)	<0.0001 ^**
Regulatory Reform	52 (22)	18 (16)	34 (27)	0.039
Gambling Integrity	35 (15)	12 (11)	23 (18)	0.095
Sports Integrity	25 (10)	17 (15)	8 (6)	0.029
Industry Finance and Partnerships	14 (6)	2 (2)	12 (9)	0.011
Technology	10 (4)	0 (0)	10 (8)	0.002^b
Miscellaneous	6 (3)	1 (0.9)	5 (4)	0.217^b
Gambling Harm	4 (2)	0 (0)	4 (3)	0.124^b

ISSN: 1471-2458