Thu. Mar 4th, 2021

Westwood One

Westwood One Study Says Radio Best Way To Advertise Sports Betting Brands

The study looked at the number of people that were aware sports betting was legal in the state, age and demographic of those interested in betting and familiarity with betting companies and apps.

Late last month, ten brands in the state of Michigan went live with sports betting.

To better understand consumer reaction to the launch of sports betting in the state, Cumulus Media and its Westwood One national radio arm commissioned MARU/Matchbox to conduct a study of 700 Michigan adults aged 21 and older.

The study looked at the number of people that were aware sports betting was legal in the state, age and demographic of those interested in betting and familiarity with betting companies and apps.

It also showed that the ideal media platform to market online sports betting is AM/FM radio because listeners are more engaged and likely to participate.

According to Westwood One, other key takeaways included the following:

  • 72% of Michigan residents are aware of sports betting legalization
  • Sports betting interest is concentrated among men 21-54
  • Unaided awareness: 55% of Michigan residents are unable to name an online sports betting brand
  • Aided awareness: DraftKings and FanDuel lead, BetMGM places second, five firms tie for third
  • Advertising recall: DraftKings and FanDuel lead, followed by BetMGM, BetRivers, and Barstool Sportsbook
  • AM/FM radio is the ideal platform for online sports betting sites to build their brands and business
  • Compared to heavy TV viewers, heavy AM/FM radio listeners are 52% more aware of sports betting brands
  • Nielsen Scarborough: Across the U.S., the greater the time spent with AM/FM radio, the greater the sports betting engagement
  • AM/FM radio sports listeners are significantly more engaged with sports betting versus TV sports viewers
  • Sports bettors are twice as likely to be podcast listeners

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