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Bouvard: Listeners Are Engaged With Betting Brands

Cumulus says AM/FM listeners show significantly more interest than TV viewers

Cumulus Media and its Westwood One Audio Active Group hope radio can attract more online sports betting ads, and they have released research data in support of that.

The organization commissioned MARU/Matchbox to conduct a national awareness study of online sports betting brands.

The survey asked consumers to name all the online sports betting brands they could think of. “Don’t know” remains the top answer among consumers in legalized states.

In a blog post about the study, the company’s Chief Insights Officer Pierre Bouvard said the ideal target for online sports betting are adults 35 to 54 who are married, have kids and work full time. Also, women are becoming more interested in online sports betting.

He said the survey found that 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, despite the fact that most advertising for online sports betting runs on TV:

Cumulus chart of familiarity with online sports betting sites among radio listeners vs TV viewers

Bouvard said an audio sports betting advertising plan should contain a wide array of AM/FM radio programming formats and podcast genres.

Read the blog post.