Home Login RADIO ONLINE RSS Facebook
Find Radio Online
AM FM HD

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

Podtrac Issues Top Podcasts, Publishers & Sales Networks
Podtrac
Podtrac
Podtrac has releases the Top Podcast Publishers, Top Sales Networks and Top Podcasts rankings for November. The average U.S. Unique Monthly Audience for the Top 20 publishers was up 15% month-over-month and up 33% over November, 2021, in part due to More

WPXY/Rochester Taps Phil ''Moose'' Musumeci for Mornings
Phil ''Moose'' Musumeci
Phil ''Moose'' Musumeci
Audacy announces a new morning show on WPXY-FM (98 PXY) in Rochester, NY. The station welcomes back Phil "Moose" Musumeci and pairs him alongside current morning co-host Brianna "Breezy" Sloth. "PXY Mornings with Moose and Breezy" will air weekdays More

FOX News Extends TuneIn Partnership with FOX Weather
TuneIn
TuneIn
TuneIn and FOX News Media have announced the expansion of their long-running partnership to include the recently created FOX Weather station for audio streaming. Already the home to Fox News Radio, FOX News Channel's audio streaming content, the More
Advertisement

WLAV/Grand Rapids Taps Gregg Henson as Morning Co-Host
Gregg Henson
Gregg Henson
Classic Rock WLAV-FM Grand Rapids appoints former Detroit radio personality Gregg Henson as morning co-host. He joins West Michigan personality Michelle McKormick and audience favorite Travis Gibbs on WLAV, weekdays from 5:30-10am on the newly-named More

Acast, Self Financial Partner to Launch Podcast Series
Acast
Acast
Acast has launched a new, six-part branded content podcast series with Self Financial. In the new program called "Self," Acast and Self Financial are banking on influencers and their storytelling power to connect with audiences around the More

JAM'N 94.5/Boston Ups DJ Pup Dawg to Program Director
DJ Pup Dawg
DJ Pup Dawg
WJMN (JAM'N 94.5)/Boston elevates DJ Pup Dawg to Program Director, effective immediately. He'll continue to host 3-9pm weekdays and contribute to Ashlee and The JAM'N Morning Show with DJ 4Eign and Santi. DJ Pup Dawg started his radio journey at 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