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

Andre Yancey Named Brand Manager of 102 JAMS
Andre Yancey
Andre Yancey
Audacy has named Bay Area native Andre Yancey Brand Manager of KRBQ-FM (102 JAMS) in San Francisco, where he will oversee the station's content strategy, talent, operations and branding. Yancey will continue serving as Assistant Brand Manager for WXBK-FM (94.7 The Block) in New York. "As a Bay Area More

MIW Opens Applications for Speak Up! Mentorship
Mentoring and Inspiring Women in Radio (MIW)
Mentoring and Inspiring Women in Radio (MIW)
Mentoring and Inspiring Women in Radio (MIW) has opened applications for the fourth annual Speak Up! Mentorship Program, a year-long leadership initiative created in partnership with Media Staffing Network. Applications are being accepted through Friday, August 28. Established in honor of the late Laurie More

K-LOVE Promotes Bradshaw to HR Vice President
Tanesha Bradshaw
Tanesha Bradshaw
K-LOVE has promoted Tanesha Bradshaw to Vice President of Human Resources, expanding her leadership role within the ministry's parent organization, K-LOVE, Inc. Bradshaw, who previously oversaw employee relations across the organization, will now lead the ministry's people strategy while overseeing key human More
Advertisement

NAB Joins Global Radio Ready Coalition
National Association of Broadcasters (NAB)
National Association of Broadcasters (NAB)
The National Association of Broadcasters (NAB) has joined Radio Ready, a global coalition working to ensure broadcast radio remains prominent and easily accessible in the dashboards of connected vehicles. NAB becomes the first U.S.-based broadcasting organization to join the initiative, expanding Radio More

Curtis Media Closes on Coastal NC Radio Cluster
Curtis Media Group
Curtis Media Group
Curtis Media Group has closed on it's previously announced acquisition of a group of North Carolina radio outlets from Capitol Broadcasting Company. The transaction includes 100kW WRMR-FM (98.7) in Jacksonville, NC; 0.8kW WMFD-AM (630) and translators W269DF-FX (101.7) and W240AS-FX (95.9) in Wilmington, More

Rodeo Radio Becomes Pasadena Rodeo Radio
KKBQ-FM-HD2 in Houston
KKBQ-FM-HD2 in Houston
Radio One Houston's KKBQ-HD2 has temporarily rebranded its Classic Country outlet as "Pasadena Rodeo Radio" in advance of the 77th Pasadena Livestock Show & Rodeo, scheduled for September 18-26. The station made the switch yesterday at 5pm and will continue operating under the special branding for the next 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