Radio Listeners Show More Interest in Online Sports Betting

RADIO ONLINE | Tuesday, June 21, 2022

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.