Study: Radio Listeners Show More Interest in Online Sports

RADIO ONLINE | Tuesday, July 27, 2021

Westwood One

In order to obtain a broad national perspective of the emerging online sports betting market, Cumulus Media's Westwood One commissioned a study in April across the twelve states where online sports wagering is fully legalized. MARU/Matchbox surveyed 718 adults over the age of 21 in Colorado, Illinois, Indiana, Iowa, Michigan, Nevada, New Hampshire, New Jersey, Pennsylvania, Tennessee, Virginia, and West Virginia. The key findings were outlined in this week's Westwood One blog.

• In states with legalized sports betting, younger adults and men are the most likely to be interested in wagering on sports betting sites: When asked how likely they would be to visit or place a wager at an online sports betting site or app, 23% of adults 21+ say they are very or somewhat interested in online sports betting. Nearly half of adults 21-34 say they would be interested. Among adults 35-54, interest drops to 30%.

• Compared to TV viewers, AM/FM radio listeners have far more experience with sports betting, greater interest, and greater awareness of online sports betting brands.

• Nielsen Scarborough: Those engaged with sports betting are very light TV viewers, making linear TV a very expensive media option: AM/FM radio is far more effective at reaching the online sports bettor.

• Ideal media allocation mix for online sports betting brands: 57% AM/FM radio, 43% TV: 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.

• Aided awareness: 70% are aware of FanDuel and DraftKings, four out of ten are familiar with BetMGM and Golden Nugget, and eight brands have aided awareness ranging from 20% to 29%.

• AM/FM radio listeners have +44% greater aided familiarity for online sports betting brands compared to TV viewers, despite all the money showered on TV.

• Brand scorecard: Among those interested in online sports betting, DraftKings and FanDuel tie for the lead, BetMGM places next, and a large group of brands occupy the next tier.

• Among AM/FM radio programming format listeners, Sports, Urban, Alternative Rock, Adult Contemporary, News/Talk, Country, Top 40, and Rock fans show the greatest interest in sports betting.

• Online sports-betting-AM/FM radio buys are under-weighted on Rock, Top 40, Adult Contemporary, Classic Hits/Oldies; AM/FM radio programming formats that are over-weighted include Sports, News/Talk and Classic Rock.

• Podcasts represent a strong media platform for online sports betting brands as podcast listeners are +63% more likely to be sports betters, and podcasts reach 39% of sports bettors: Sports bettors listen most to News/Government/History, Comedy, and Society and Culture podcasts.