After a downswing in TV ratings caused concern for the NFL in 2016 and 2017, the league bounced back with a 5% viewership uptick in consecutive seasons. Timing for legalized gambling parallels the ratings bump, but according to Bill King of The Sports Business Journal, betting hasn’t yet generated an increased for NFL viewership.
As legalized sports wagering expanded into several states, there has been many investments into gambling-related content. Leagues, teams and TV networks create new betting partnerships and programming, but according to King, its not adding to TV ratings.
According to the article, 2019 TV ratings in Philadelphia for NFL games on FOX, CBS and NBC affiliates only saw a 1 percent increase over the 2018 season. The Eagles made the playoffs with a 9-7 record during both seasons, representing a constant when analyzing data, but even with legalized gambling, local NFL ratings still only saw 1 percent growth.
Similarly in Pittsburgh, the Steelers barely missed the playoffs in both seasons, but TV ratings were down 3 percent in 2019. The article notes ratings were down in Indianapolis where legalized sports gambling was approved in September, but the Colts also lost their starting quarterback Andrew Luck less than a week prior.
If gambling is generating a ratings boost, it’s reasonable to expect to see a return in Philly and Pittsburgh where their seasons in 2018 and 2019 embodied nearly constant variables.
Several sportsbook executives offered explanations to SBJ’s King, as to why legalized wagering hasn’t created an increase in TV viewership.
“These people [betting now] were watching anyway,” said Fox Bet CEO Robin Chhabra. “As the sports gambling market matures and you have more [casual] people coming in, it will be those people who will tune in more often and for longer. There are early signs that that will be the case. But you’re not going to see that at the moment.”
“The thing I constantly tell people is: This is going to take time. Be patient,” said Sara Slane, a sports betting industry consultant. “While I do think that sports betting is going to be the greatest fan engagement tool that the sports industry and media industry have ever seen, to get to that point a lot of steps are going to have to happen.
“The operators are seeing a lot of success with avid sports bettors, but I think they have yet to scratch the surface with those casual bettors, which is the ultimate goal. Once they start crossing over to that, you’ll see more of a direct link between legalized states and an increase in viewership.”
A lack of examples to this point doesn’t mean sports wagering won’t lead to increased TV ratings eventually, but for now, it seems that most gamblers were already watching the games.
Brandon Contes is a freelance writer for BSM. He can be found on Twitter @BrandonContes. To reach him by email click here