Cumulus Media and its subsidiary Westwood One are trying to raise advertiser awareness of radio as a platform to reach the growing online sports betting market in the United States.
Cumulus and Westwood One commissioned a study in April across the 12 states where online sports wagering is fully legalized. They said radio listeners show “significantly more interest and engagement” in online sports betting than TV viewers.
A blog post by the company’s Pierre Bouvard provides a number of graphics and data points. He says the research indicates that, in states with legalized sports betting, younger adults and men are the most likely to be interested in wagering on sports betting sites.
Also, compared to TV viewers, AM/FM radio listeners have “far more experience with sports betting,” greater interest and greater awareness of online sports betting brands.
The survey also gave insight into which sports betting brands are most familiar; Bouvard said 70% are aware of FanDuel and DraftKings, four out of 10 are familiar with BetMGM and Golden Nugget, and eight brands have “aided awareness” ranging from 20% to 29%.
His post “Sports Betting Big Bang” contains numerous additional graphics aimed at potential advertisers about how to use radio to reach people interested in sports betting. MARU/Matchbox did the survey.