AM/FM Radio Better Bet for Sportsbook Advertisers, According to Study

With football flavor nearing, it’s potential sports betting companies testament live kicking upwardly telecasting advertising efforts and spending. But a recent work indicates gaming operators ought to sharpen on radio.

Earlier this year, Cumulus Media/Westwood One commissioned a hit the books by MARU/Matchbox focusing on sports wagering advertising opportunities inwards Michigan, I of the newer states in the live and legal category.

While admittedly self-serving, as most commissioned surveys incline to be, takeaways included AM/FM radiocommunication listeners beingness more devouring(a) bettors, to a greater extent intermeshed with online wagering and more interested inward various cyberspace betting brands.

In April, the contemplate expanded to spread over nearly 720 gambling age adults inward a dozen states where regulated sports wagering is operating(a) — Colorado, Illinois, Indiana, Iowa, Michigan, Nevada, New Hampshire, New Jersey, Pennsylvania, Tennessee, Virginia, and western United States Virginia.

Interestingly, the broader variant of the survey found that the jr. demographics gaming companies so covet are esurient wireless fans.

Across the twelve states with legalized sports betting, MARU/Matchbox found more online sports betting engagement among AM/FM wireless listeners. Demography plays a role here,” notes Westwood One. “Online sports betting skews young. Linear TV leans quite old, with the majority of the audience over the age of 50. AM/FM radio’s practically younger eld profile agency it has a a great deal larger density of those interested inward online sports betting.”

Of note of hand to gaming companies is the following: 42 percent of AM/FM radio listeners surveyed are likely to have placed a sports wager, compared to 28 percent of TV viewers.

Good News for Operators

Economics sustain why the Cumulus Media/Westwood One information are relevant to gaming companies.

In these still too soon stages of iGaming and sports wagering, client acquisition and keeping is vital, and operators are willing to expend on advertising, often at the disbursal of profitability. In the firstly quarter, sports wagering companies spent $154 million on local TV publicizing – a to a greater extent than 14-fold growth inward just II years.

Some of the larger names inwards the industry, including DraftKings and FanDuel, hold been known to drop on prime time ads during marquise events such as “Monday Night Football” or the Super Bowl. However, those expenditures are high-priced and may non follow as in effect(p) as operators are hoping for.

“Nearly twice as many AM/FM wireless listeners (52 percent) say they are very/somewhat interested inward online sports betting versus TV viewers (28 percent),” according to the study.

The survey also indicates 64 percent of wireless listeners tin call at to the lowest degree ane sports betting brand, compared to 53 percent of TV viewers.

Some Operators Are Getting the Memo

Some gaming companies aren’t waiting around to capitalize on radio. Today, Wynn Resorts’ WynnBET, which is going public later this year, announced a multi-year, multi-platform partnership with Cumulus, whereby the gaming company will turn i of the radio network’s biggest advertisers.

It’s a potency boon for WynnBET, because Cumulus Media has more than 250 1000000 monthly listeners. Financial terms of the deal weren’t disclosed.