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

Radio Listeners Show More Interest in Online Sports Betting


Cumulus Media
Cumulus Media

The Cumulus Media | Westwood One Audio Active Group commissioned MARU/Matchbox to conduct a national brand awareness study of online sports betting brands. 1,252 adults ages 21+ were surveyed in February. 483 respondents were from states that have legalized sports betting and 769 respondents were from states that have not. This week's AAG blog looks at the key findings.

  • The ideal target for online sports betting are adults 35-54 who are married, have kids, and work full time. Nearly half of those most interested in online sports betting are adults 35-54 (48%). Women are becoming more interested in online sports betting. The gender profile of those interested is more evenly distributed (men 54% vs. women 46%).

  • Based on media habits of online sports betting intenders, the optimal media allocation is 54% AM/FM radio and 48% TV. Compared to TV viewers, AM/FM radio listeners have far more experience with online sports betting, greater interest, greater awareness of, and greater engagement with online sports betting brands.

  • The audio sports betting media plan should contain a wide array of AM/FM radio programming formats and podcast genres. Those interested in online sports betting listen to a broad array of podcast genres and AM/FM radio programming formats beyond just Sports programming. Audio media plans that focus mostly on spoken word (News/Talk and Sports) will miss the majority of those who are engaged with online sports betting. Based on AM/FM radio programming format preferences among those interested in online sports betting, the ideal allocation is 20% of impressions to Rock and then 10% each to the rest of the formats (Classic Rock, News/Talk, Sports, Classic Hits/Oldies, Country, Top 40, Urban, and Adult Contemporary).

  • Audio media plans should emphasize reach over frequency and increase weight to reach 60% of the market. Recent monthly AM/FM radio plans are only reaching 38% of the market. Brands should seek to reach at least 60% of the market each month.

Advertisement

Latest Radio Stories

Skyview Networks Makes Executive Leadership Changes
Andrew Kalb
Andrew Kalb
Skyview Networks has announced a series of executive leadership changes and a key new hire as the company restructures its organization to support future growth, improve operational alignment and strengthen its strategic focus. The changes, announced by President, CEO and Chairman Steve Jones during a More

Study: AM/FM Radio Key to Reaching Dodge Drivers
Cumulus Media | Westwood One
Cumulus Media | Westwood One
Cumulus Media | Westwood One's Audio Active Group says AM/FM radio remains the dominant advertising platform for reaching both current Dodge owners and prospective buyers, according to a new analysis of Edison Research's latest "Share of Ear" data. In a new blog post, Pierre Bouvard examines listening More

Case Study Shows Magellan AI Boosts Audio Campaign ROI
Magellan AI
Magellan AI
A new case study from Magellan AI highlights how performance marketing agency Direct Results used the company's measurement and verification platform to improve campaign performance, streamline workflow and increase digital audio investment for clients. Direct Results, More
Advertisement

Vuhaus Group Adds The SoCal Sound Los Angeles
KCSN (The SoCal Sound) in Los Angeles
KCSN (The SoCal Sound) in Los Angeles
VuHaus Group has added KCSN (The SoCal Sound) in Los Angeles as its newest affiliate, expanding the public media music network's national platform for local artist discovery and performance content. The SoCal Sound now has a dedicated page on the NPR Live Sessions website, where More

Tony B Returns to B101.5 for Afternoon Drive
Tony B
Tony B
Hot AC WBQB-FM (B101.5) in Fredericksburg, VA, has named veteran local broadcaster Tony Bennett, aka Tony B, as its new afternoon host. He will debut from 3-7pm on Monday, July 20. Tony B succeeds longtime afternoon personality Trapper Young, who last month moved to mornings on co-owned More

Triton Digital Adds AI Sentiment Analysis to Sounder
Triton Digital
Triton Digital
Triton Digital has introduced Sentiment Analysis for Sounder, expanding its AI-powered audio intelligence platform with a new capability that enables advertisers and publishers to target podcast content based on its emotional tone. The feature, now available within Sounder's 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