Sports betting advertising experiences a 281% surge

As covered by iSpot.tv, the Sports wagering national advertising increased by 281 percent to $282 million in the 9 months ending May 31.

Overall impressions increased by 48 percent reaching 18.2 billion from September 2021 to May 2022, compared to the same time the previous year.

According to the research center, 60 percent of those views came from traditional national linear television, whereas 37% came from local broadcasts. Streaming media platform generated less than 3% of the total.

The well known National Football League (NFL), in the United States, took the lead in overall sports betting advertising impressions, which is unsurprising. According to iSpot.tv, as sportsbook operators spent $21.4 million on week one commercials, spots played throughout that league’s broadcasts garnered 42.5 percent of bet impressions. The NBA had a net rating of 7.9%, while Major League Baseball had a rating of 5%. The Professional Golfers Association (PGA) Tour, college football, and the National Hockey League (NHL) accounted for 5.8% of the total.

In total, there are seven official National Football Association sportsbook providers, DraftKings, BetMGM, FOX Bet, Caesars Sportsbook, FanDuel, PointsBet, and WynnBET are the seven official NFL sportsbook providers.

Leading sportsbook operators

As regards to ad spending, the biggest sportsbook provider, Fanduel, is currently at the forefront.

“As one example, FanDuel more than tripled national TV ad spend year-over-year, emphasizing the NFL, NBA, college football and MLB for its ad buys. The brand accounted for nearly 34% of sportsbook ad impressions on national TV from Sept. 1, 2021 through May 31, 2022, which led the way for the industry,” notes iSpot.tv.”

Caesars Sportsbook came in second with 21.7 percent, trailed by DraftKings with 18.6 percent. BetMGM and FOX Bet came in third and fouth, with 13.4% and 7.5 percent, respectively. FanDuel was the overall top, due to large focus on advertising that played during NFL games.

“While FanDuel led the way by impressions, its TV ad creatives were focused on factual spots, versus the more humorous approach of competitors like Caesars,” says iSpot.tv.

Caesars Sportsbook came in second with 21.7 percent, trailed by DraftKings with 18.6 percent. BetMGM and FOX Bet came in third and fourth, with 13.4% and 7.5 percent, respectively. FanDuel was the overall top, due to large focus on advertising that played during NFL games.

These numbers are probably going to change in the future, as Caesars, for instance, revealed at the beginning of the year that it was cutting traditional marketing spending for its sportsbook arm, citing market share goals met faster than expected.

It’s likely that the means by which gaming firms distribute ad expenditures will shift in the future, and they will likely hunt for more cost-effective ways to gain customers.

As a result of the weak economy and sports schedule, investors are requesting high profitability from sports wagering providers, and it may be a good time for companies to cut advertising budgets. Furthermore, because local sports broadcasts are packed with betting-related content, several state regulators are urging gaming corporations to dial back commercials.

Sportsbook providers, on the other hand, are caught in a bind. They need to get clients, and not advertising during NFL games, which is the most popular sport in the country, is a risk.

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