Study: Radio Listeners Show More Interest in Online Sports

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.

Latest Radio Stories

Study: 96% of Americans Want Radio Built Into New Cars

Critical Mass Insights

Critical Mass Insights has released a new study showing near-universal support for keeping AM/FM radio built into new vehicles. According to the research, 96 percent of Americans say having a built-in AM/FM radio is important when purchasing a new car, and 98 percent say it's More

Study: Radio Receivers Still Dominate AM/FM Listening

Edison Research

A decade of rapid growth in digital audio hasn't displaced the traditional radio receiver as Americans' primary way to listen to AM/FM radio, according to new findings from Edison Research's Share of Ear study. While streaming on phones, computers, smart speakers, and smart TVs has surged across the More

ESPN Radio Extends National MLB Coverage in New Deal

ESPN Radio

ESPN Radio will continue as the national audio home of Major League Baseball under a sweeping new rights agreement between ESPN and MLB that expands the network's role across the sport's biggest national events. The multi-year deal, announced by ESPN Chairman Jimmy Pitaro and MLB Commissioner Rob Manfred, More

Stations Urged to Set Tone as ''Soundtrack of the Season''

John Lund

As retailers roll out holiday displays earlier each year, radio stations are stepping into their most festive stretch - and a new programming guide from Lund Media outlines how stations can win listeners and clients throughout the Christmas season. The advisory underscores a simple truth: while there may More

iHeartRewind Reveals 2025's Most Played Artists & Songs

iHeartRewind 2025

iHeartRadio is closing out the year with a look back at the music that defined 2025, unveiling its annual iHeartRewind list highlighting the most listened-to artists and songs across all genres. For the second consecutive year, Sabrina Carpenter takes the top spot as iHeartRadio's most played artist, More

Dan Potter Departs KRMG Tulsa After 17 Years

Dan Potter

Longtime Tulsa morning host Dan Potter has exited 102.3 KRMG, ending a 17-year run at the new Zoellner Media Group News/Talk outlet and 13 years in morning drive. Potter confirmed to the Tulsa World that his departure came suddenly during what he believed would be a contract discussion with new owner More

Return to Menu

Study: Radio Listeners Show More Interest in Online Sports

Latest Radio Stories

Follow us on:

Copyright © 1989-2025 RADIO ONLINE ^®

Study: Radio Listeners Show More Interest in Online Sports

Latest Radio Stories

Follow us on:

Copyright © 1989-2025 RADIO ONLINE ®

Copyright © 1989-2025 RADIO ONLINE ^®