Home Login
Subscribe
Subscribe Online Renew Subscription 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

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.

Latest Radio Stories

Urban One Q3 Revenue Falls 5% as Net Loss Widens
Urban One
Urban One
Urban One reported third-quarter net revenue of $88 million, down 5% from $92.7 million a year earlier. A $128.9 million impairment charge drove an operating loss of $126.6 million, compared with operating income of $2.5 million in the year-earlier quarter. The net loss More

CMG Atlanta Names Cherish Geter Digital Media Director
Cherish Geter
Cherish Geter
Cox Media Group has named Cherish Geter Digital Media Director for its Atlanta radio cluster, which includes WSBB-FM (95.5 WSB), WSB-FM (B98.5), WSRV (97.1 The River) and WALR (Kiss 104.1). Geter will lead digital sales strategy, working with sales leadership on client campaigns, digital revenue growth More

Caloroga Media Opens Linnet Podcast Tools to Public
Caloroga Media
Caloroga Media
Caloroga Media has opened the public beta of Linnet, its AI-powered podcast production platform, removing the waitlist and invitation requirement. The company is making Linnet's Starter and Creator tiers free through December 1. The browser-based platform combines scripting, More

Workflow Corp. Unveils Aircheck Buddy for Radio
Workflow Corp.
Workflow Corp.
Workflow Corporation has introduced Aircheck Buddy, a service that records and transcribes on-air breaks for talent coaching and tracks advertising activity on competing stations. For programming teams, Aircheck Buddy records scheduled shifts from a station's stream, skips the More

Brenden Peach Joins Ten Country 97.3 Reno for Mornings
Brenden Peach
Brenden Peach
Reno Media Group's KOLC (Ten Country 97.3) has named Brenden Peach morning co-host and programming coordinator. Peach joins Cat Bellah on "The Ten Country Morning Show" beginning November 17, filling the vacancy left by Robbie Owens. The show airs weekdays from 6-10am. Peach will also help oversee music More

B-Dub Radio Reaches 70 Weeknight Affiliates
B-Dub Radio
B-Dub Radio
B-Dub Radio has reached 70 weeknight affiliates with the addition of KLAD-FM in Klamath Falls, OR. The independently owned country radio show, syndicated by Skyview Networks, reached 50 weeknight affiliates in early 2025 and 60 last December. The weeknight roster includes KPNW-FM Seattle, WIL-FM St. More

Return to Menu

Advertisement

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