Radio is an Ideal Platform for Sports Betting Brands to Grow Business
Michigan recently joined the growing ranks of states where online sports betting has been legalized and implemented. After going live with 10 sports betting operators on January 22nd, Michigan Gaming Control Board reports that operators drew $13.3M in total gross sports betting receipts and a total handle of $115.2M in the remaining 10 days of January.
As Michigan got off to a strong start, CUMULUS MEDIA | Westwood One commissioned MARU/Matchbox at the end of January to conduct a deep dive into the category among Michigan residents, to find out how it resonates overall and among heavy users of media, to see where online sports gambling operators should invest their ad dollars in order to grow their business.
The study found AM/FM radio is the media of choice for reaching online sports gambling prospects. Not only do they show more engagement with the category than the average respondent, heavy radio listeners in Michigan display +4x the experience, +2x the interest, and +24% more awareness of brands, compared to heavy TV viewers.
Chart is interactive; click gray circle to enlarge.