Sports Betting Operators Boost TV Ad Spending to Attract Viewers

Following the repeal of PASPA in 2018, almost 40 states in the US now offer some form of sports betting. This rapid expansion has created a highly competitive market, leading betting operators to engage with new customers by offering promotions and sports-related information, including live streaming capabilities, news, scores, and odds.

According to a report released by MediaPost, spending on TV betting advertising during the football season has significantly increased. The report cites estimates from EDO Ad EnGage, revealing that spending for sports gambling TV advertising has risen by 10% to a total of $237.8 million between September 1, 2023, and December 26, 2023.

The report also noted that sports gambling impressions increased by 52% to a total of 20.7 billion. This increase was primarily due to a significant rise in the number of airings, which more than doubled from the previous year.

While spending on gambling ads via sports-focused programs saw a noticeable increase, the report also highlighted growth in non-sports TV advertising. Networks such as American Heroes Channel and Discovery Life Channel saw significant increases in airings of gambling ads. Other networks that caught the attention of sports betting operators included truTV and TBS.

On the other hand, some networks experienced a decline in sports gambling ads during the same period. For instance, Fox saw a decrease from $24.4 million to $10.7 million in online sports gambling ads for the NFL from 2022 to 2023. Similarly, NBC’s spending on sports gambling ads decreased from $20.2 million to $12.4 million. ESPN also saw a decline from $10.2 million to $6.22 million, possibly as a result of more games airing on ABC, ESPN’s sister network.

Overall, the report indicates the growing influence of sports betting in the US, with operators increasingly investing in TV advertising to reach potential customers. The competitive market and the rise of online sports betting have propelled increased spending in TV advertising, both on sports-focused programs and non-sports networks.