Home Login RADIO ONLINE RSS Facebook
Advertisement

Study: Radio Listeners Show More Interest in Online Sports


Westwood One
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.

Advertisement

Latest Radio Stories

Brooke Ryan Named PD at Mix 95.9 in Charleston SC
Brooke Ryan
Brooke Ryan
Charleston Media Solutions appoints Brooke Ryan as the new Program Director of WMXZ-FM (Mix 95.9). Ryan, a familiar voice to Charleston, SC listeners and a longtime member of Lowcountry media, steps into the role following the unexpected death of former Program Director Mike Edwards in December, 2024. More

Radio Ads Boost Consumer Engagement With Social Media
Critical Mass Insights (CMI)
Critical Mass Insights (CMI)
Critical Mass Insights (CMI) released new findings Monday showing that radio advertising significantly increases consumer engagement with brands across social media and in-store environments. According to the study, 55 percent of radio listeners are more likely to More

FCC Proposes Rules to Clarify Foreign Ownership Regulations
Federal Communications Commission (FCC)
Federal Communications Commission (FCC)
The Federal Communications Commission (FCC) today proposed new rules to codify foreign ownership requirements and streamline its review processes for broadcast and common carrier licensees. The move is aimed at providing greater clarity for companies navigating increasingly complex ownership structures and More
Advertisement

Westwood One Touts NFL Audio's Big Impact for Brands
Cumulus Media and Westwood One
Cumulus Media and Westwood One
As the 2025 NFL Draft wraps up, marketers and media buyers are setting their sights on the new NFL season, which kicks off September 4. This week's Westwood One | Cumulus Media Audio Active Group blog outlines key reasons for why advertisers should include NFL audio in their media plans. Westwood One's More

AWMF and Hallmark Media Launch Make Her Mark Scholarship
Alliance for Women in Media Foundation (AWMF)
Alliance for Women in Media Foundation (AWMF)
The Alliance for Women in Media Foundation (AWMF) is partnering with Hallmark Media to introduce the Make Her Mark Student Scholarship, a new initiative aimed at supporting female students pursuing creative careers in entertainment. From the creators of Make Her Mark, an More

Leila Rahimi Joins 670 The Score in Chicago for Middays
Leila Rahimi
Leila Rahimi
Audacy names Leila Rahimi as the new midday co-host for WSCR-AM (670 The Score) in Chicago. She joins co-host Marshall Harris on "Rahimi and Harris," weekdays from 10am-2pm CT. This role marks Rahimi as the first female, full-time, primetime, lead sports radio host in Chicago. The show will also feature More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement