Home Login
Subscribe
Subscribe Online Renew Subscription Subscribe By Mail/Fax Free Ten Day Trial Subscription Info Buy Radio Station Data
RADIO ONLINE
Advertise
Buy Advertising Online Ad Package Information Ad Package FAQs Ad Control Panel Ad Setup Wizard
RSS Facebook
Daily News
Changes & Moves
Top News
Business News
FCC Daily Digests
FCC News
Newsletters
Report News
RSS
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

Matt Scarano Named Beasley Detroit VP/Market Manager
Matt Scarano
Matt Scarano
Beasley Media Group has named Matt Scarano Vice President and Market Manager of its Detroit operations, effective January 14. In the role, Scarano will oversee Beasley's Detroit station brands -- WRIF, WCSX, WDMK-FM, and WMGC-FM. Scarano brings more than two decades of senior leadership experience in radio More

Audacy Brings 670 The Score to FM With 104.3 Simulcast
104.3 The Score Chicago
104.3 The Score Chicago
Audacy has announced the launch of "104.3 The Score," an FM simulcast of Sports WSCR-AM (670 The Score), bringing the station's programming to FM listeners in Chicago for the first time beginning February 2. The move displaces Classic Hip Hop WBMX-FM (104.3 Jams), while The Score will continue to broadcast More

Salem Promotes Carolyn Cassidy to VP, Regional GM
Carolyn Cassidy
Carolyn Cassidy
Salem Media Group has promoted Carolyn Cassidy to Vice President & Regional General Manager, expanding her role on the company's Senior Leadership Team. In her new post, Cassidy will continue to oversee Salem's operations in Columbus, Tampa, Orlando, and Miami. Cassidy has been with Salem for several More
Advertisement

Radio Reaches Two-Thirds of Financially Optimistic Adults
The Media Audit
The Media Audit
New research from The Media Audit suggests radio remains a powerful channel for reaching consumers most likely to keep spending after the holidays, a period that typically challenges retailers. According to the study, 31.8% of U.S. adults age 18 and older describe themselves as More

NAB Supports House Push to Update FCC Ownership Rules
National Association of Broadcasters (NAB)
National Association of Broadcasters (NAB)
The National Association of Broadcasters (NAB) is backing a renewed call from House leaders for the Federal Communications Commission to modernize broadcast ownership regulations, including lifting the national television ownership cap. In a statement, National Association of Broadcasters President and More

Bryan Reeder Promoted to GM at HEH Communications
Bryan Reeder
Bryan Reeder
HEH Communications has promoted Bryan Reeder to General Manager of its Southeast Texas radio outlets. Reeder joined HEH Communications in 2015 as Operations Manager for its stations serving Huntsville, Willis, and Conroe. Prior to his promotion, he co-hosted the "Wake-Up Morning Show" on KSAM-FM and oversaw 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

Follow us on:

 RSS Facebook

Copyright © 1989-2026 RADIO ONLINE ®

Airchecks Databases Jobs Newsletters Promotions Radio News Ratings Show Prep Advertise Submissions Subscribe Contact Us