When it comes to sports wagering and betting, Radio has staked its claim for the revenue opportunities entities such as DraftKings, owner of VSiN; FanDuel and others may bring in the coming quarters.
Yet, broadcast TV has placed its bets on its ability to gain ad dollars. For the TVB, it’s simply a matter of trust.
The TV advertising advocacy group on Thursday released data points from its newly released 2023 Sports Betting Study. And, among the key findings from the report, produced for TVB by Dynata, is this nugget: TV and TV websites/apps are the top two trusted media sources for online sports betting ads.
That finding is based on the survey answers of some 3,000 online sports’ bettors decision-making process and the media influence on these respondents.
The study also shows that television “is the most important influencer for awareness, consideration of online sports betting options, and placing an online sports bet.”
Among the other key findings:
- 74% of respondents have an online sports betting account, while 26% plan on getting one.
- Of those who have an account, 59% primarily use television to watch games they have bet on, while another 28% stream the games on television websites and/or apps.
- Multiple accounts are common, as 71% of those that already have an account plan to add another.
- Bettors are open to competitive promotions, indicating an ongoing need for advertising.
- 96% of respondents who conduct online searches said that TV ads influenced their search selections.
Where is Radio’s role in the mix? According to the TVB/Dynata data, it is small.
