Sports Betting — Who's The Target Audience For It?

Sports Betting

With each passing year, more and more states are opening the door to online sports betting. What was once considered taboo, now is an established enough industry that this past April, the NFL announced official partnerships with three online sports betting sites. 12 states currently have fully legalized sports betting and many more have legislation at various points of passage and debate. Now is the time to help your advertisers profit with these sites, and according to a survey of adults 21 and over in these states, conducted by Cumulus Media and Westwood One, AM/​FM radio listeners have emerged as the best target audience.

Demographic breakdown for sports betting

There are a lot of mechanisms at play when it comes to sports betting. The politics, the legality, the accessibility of it all come into play. But according to businessman, sports radio star and retired NFL punter Pat McAfee, bettors can believe the rules are bent by officials when refs make a bad call. Also, the online sports betting world has become so big that McAfee’s team hosts a sports betting podcast three times a week that breaks down the best bets across the sports world.

Regardless of the negative perception, plenty of consumers are interested in sports betting. 71% of those surveyed said that they were aware of their state’s legalized sports betting, with 23% saying they were very or somewhat interested in it. Men outnumbered women by a ratio of 2:1 when it came to sports betting, and nearly half of those interested were between the ages of 25–34.

AM/​FM listeners vs TV viewers

The bulk of Cumulus Media and Westwood One’s survey centered around this point.

  • More AM/​FM radio listeners (42%) have ever placed an online sports bet versus TV viewers (28%).
  • Nearly twice as many AM/​FM radio listeners (52%) say they are very/​somewhat interested in online sports betting versus TV viewers (28%).
  • More AM/​FM radio listeners (64%) can name an online sports betting brand compared to TV viewers (53%).

When you think of who’s dialed into the sports world more, it makes sense it would lean towards someone listening to hours of sports radio per day versus someone who watches an hour-​long recap show about sports once or twice a week. Therefore, the AM/​FM listeners audience is more invested in sports betting sites, as confirmed by Cumulus Media and Westwood One.

  • AM/​FM radio listeners are 50% more likely to have ever placed an online sports bet
  • AM/​FM radio listeners are 85% more likely to be interested in online sports betting
  • Among those interested in sports betting, 40% are heavy AM/​FM radio listeners and 30% are heavy TV viewers, a relationship that converts to a ratio of 57% AM/​FM radio and 43% TV

Additionally, AM/​FM radio listeners have 44% greater aided familiarity for online sports betting brands compared to TV viewers.

Where do the advertising dollars go?

A Kantar Ad Spending study says that sports betting operators spend 94% of their advertising budget on TV versus radio. This is a missed opportunity for all involved, especially with football season having started last week with the first NFL preseason game. Now is the best time to start thinking about sports betting advertising if you live in one of the 12 states where it’s legal and thanks to AdMall, powered by SalesFuel, you can have more research available than you realize to convince your advertisers to switch over to radio advertising.

AdMall’s AudienceSCAN has over 1,400 audience types in our database, including one specifically for AM/​FM Radio Station Listeners. Do you want to know basic demographics about the audience? Or what their favorite types of programs are? Where they listen or how long they’re listening to a particular station for? All of this, and much more, is available in the AudienceSCAN profile.

Adam Ambro

Adam Ambro

Adam Ambro is the Director of Client Success for SalesFuel. He is responsible for the onboarding of all new AdMall clients, aids in client training and writes for Media Sales Today. He holds a bachelor's degree from The Ohio State University.