This results in variable sales and the Lottery's contribution to the general fund. The Lottery lacks adequate criteria in measuring advertising effectiveness. The WSL does not have adequate criteria to assess the relative effectiveness of the individual components within its media plan. Further, the WSL was unable to assess the relative effectiveness of its summer and nonsummer advertising campaigns. Summer television advertising hiatus should be eliminated.
Television advertising is eliminated for three to four months during the summer.
The Lottery administration recognizes the financial impact of this practice and has used the impact to demonstrate the positive relationship of television advertising to sales. However, even though the Lotto game's 1995 advertising budget was 42 percent higher than 1994, the advertising hiatus was continued in 1995. Computerized lottery games, which constitute 75 percent of annual sales, can be sold only by retailers with an on-line terminal. No studies relating lottery advertising and problem gambling. The report found no research relating lottery advertising and problem gambling.