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Sportsbooks Tripled Radio Ad Spending In 2021

“Online sports betting is projected to invest $125 million on over the air radio in 2022, per BIA.”

Will Dundon

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In the first nine months of 2021 online betting brands virtually tripled their ad spending to $30 million as competing sportsbooks opened their wallets to attract new customers and hold onto existing ones. That’s up from $10.9 million spent in the first nine months of 2020, according to data compiled by Kantar.  

Online gambling brands like FanDuel, DraftKings, Bet MGM and others remained cautious for the fourth quarter to correspond with the NFL season. In fact, online betting brands spent another roughly $9 million during fourth quarter 2020. The spend in 2020 in total was approximately four times what the category spent in 2019.

The Kantar radio numbers are estimates when compared to numbers from BIA Advisory Services. Online sports betting is projected to invest $125 million on over-the-air radio in 2022, per BIA.

The major reason for this trend is that sports betting is being legalized in more states over time.  This past weekend, New York decided to be the 19th state, along with the District of Columbia, where online gambling is live and legal.  New York City, radio’s largest market, can now join many others in the arena of sportsbook advertising by specifically targeting New York residents.  That’s in addition to money already being expended by online gambling brands on New York City stations targeting residents in the neighboring states of New Jersey, Connecticut and Pennsylvania, where it was already legal.

NYC isn’t the only market gaining here either. Broadcasters along the New York State Thruway circuit of Buffalo, Rochester, Syracuse and Albany should also thrive.

“One of radio’s most significant growth categories in 2021, sportsbook advertising, will continue in 2022 as more states legalize online gambling,” Christine Travaglini, President of rep firm Katz Radio Group, recently told Inside Radio for their Radio Forecast 2022 series.  “Big brands understand that they need advertising to attract new customers and hold onto existing customers in a very competitive space. Their initial goals focus on getting consumers to download their app, which is currently how they determine their ROI.”

However, there is another major chunk of advertising space for sports betting. According to Kantar, $329.3 million was spent on online betting advertising during the first nine months of 2021, up from $182.7 million in the 2020 cycle.

Sports Radio News

Joy Taylor Says Aaron Rodgers Is More Likeable After Pardon My Take Appearance

“It makes him astronomically more likeable,” Taylor said.

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Joy Taylor

On Monday, the Pardon My Take podcast dropped their latest episode which featured an interview with Green Bay Packers quarterback Aaron Rodgers. Big Cat, one of the show’s co-hosts, is a Chicago Bears fan and has spent a lot of time not liking Rodgers publicly.

Colin Cowherd saw one of the many clips that the show shared and brought up how much he thought that Rodgers took ribbing from Big Cat and the podcast in stride. That’s when Joy Taylor offered that the interview could help Rodgers in the long run.

“It makes him astronomically more likeable,” Taylor said. “When you can show that you don’t take yourself that seriously, all of the animosity that people have towards you just kind of starts to wither away.”

She added that the disarming quality helps if people don’t perceive Rodgers as thinking he has all the answers.

“When people feel like they are projecting ‘I know more than you’ and ‘I’ve got it all figured out’ energy, people are like: ‘you got to be the smartest guy on the room all time time? You’re not.’

This is so likeable,” Taylor said. “It’s really funny.”

Cowherd agreed and even said he is probably going to go listen to it after the show.

“Aaron is genuinely laughing as they make fun of him and that is an incredibly endearing quality.”

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Sports Radio News

WNSR Debuts ‘Power Hour’ with Sami Kincaid

Nashville’s WNSR debuted Power Hour with host Sami Kincaid.

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Power Hour with Sami Kincaid

Nashville has a brand new voice to listen to on WNSR and her name is Sami Kincaid. On Saturday, the station debuted Power Hour with host Sami Kincaid.

The debut show featured Associated Press writer Teresa Walker, Vanderbilt women’s basketball guard Jordyn Cambridge and North Georgia assistant softball coach Alea White. The show is focused on women that are operating inside sports.

The show airs Saturdays from 9-10a CT.

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Sports Radio News

Toucher and Rich: Dennis Eckersley’s Retirement a “Huge Loss”

“When Eckersley got in there (the booth),” Shertenlieb started, “he was great. It made all of them better when Dennis Eckersley was around. It’s going to be a huge loss.”

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Dennis Eckersley

On Monday, Dennis Eckersley announced that he was going to retire from the Boston Red Sox television booth at the end of this season. The current NESN analyst is leaving after twenty years on the air with the team.

The news broke during Toucher and Rich on 98.5 the Sports Hub and it gave show co-host Rich Shertenlieb a chance to mention the news and praise the departing personality.

“When Eckersley got in there (the booth),” Shertenlieb started, “he was great. It made all of them better when Dennis Eckersley was around. It’s going to be a huge loss.”

The show spent the rest of the segment talking about what Eckersley offered that made him so unique. That’s when Matt McCarthy, fill-in for Fred Toucher, said that Eckersley was exactly what you wanted in an analyst.

“You want someone that’s going to give you an opinion,” McCarthy said. “Eck gave you an opinion. He’ll be missed.”

McCarthy also pointed out that this is the latest major shakeup that has happened to the television broadcast in recent years.

“There’s no doubt this is a blow,” McCarthy added. “This is a tremendous loss to that Red Sox broadcast to which has taken a lot of hits over the years with the loss of Jerry Remy, the decision to move on from Don Orsillo and now Dennis Eckersley retiring… they are going to have to find an entertainer in there. Matt McCarthy

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