Up 25 percent for the year to June 30 2106.

The Australian newspaper has revealed new Nielson data indicating a 25 percent rise to $125 million in betting company advertising spend compared to a year ago.

The data, which covers the year to June 30 2016, is believed to be just the tip of the iceberg as it doesn’t include pay-TV where most ads during sporting telecasts are for wagering operators, The Australian report identifies.

In terms of advertising spend, Sportsbet topped the list with $38 million, a 20 percent increase over last year. Ladbrokes and CrownBet spent around $20 million, while Tabcorp spent $18 million and Tatts, $8 million.

William Hill and bet365 tightened their belts, reducing ad spend by 21 percent and 39 percent respectively.

The data is sure to add fuel to Senator Xenophon’s fire, as he continues to push a motion to ban gambling advertising during hours where children are likely to be watching TV.