The online gambling industry has been heating up over the past few years, garnering attention from sports fans and ad execs alike. TV has seen the lion's share of ad spend, but new research shows there is a strong case to be made for radio. CUMULUS MEDIA | Westwood One commissioned a new study from MARU/Matchbox in April to gain a broader perspective of the online sports betting category among residents in 12 states where online sports gambling is now legalized, and 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 engaged online sports gambling prospects. Heavy radio listeners display +50% more experience, +85% more interest, and +21% more awareness of brands, compared to heavy TV viewers.
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SPORTS BETTING BRANDS CAN FIND INTERESTED LISTENERS ALL ACROSS THE DIAL
The study found that sports betting brands have ample opportunity to reach interested consumers on a variety of AM/FM formats. Looking beyond Sports stations, 7 in 10 Urban format listeners are interested in sports betting, along with 6 in 10 Alternative listeners, and half of AC, News/Talk, Country and Top 40 fans. Many formats are currently underutilized by sports betting brands, meaning they are great spots to earn and grow share of voice with new customers.
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AM/FM radio offers major opportunities for sports betting brands to reach and engage new consumers.
For more information from CUMULUS MEDIA | Westwood One.