TV & Sports Betting: A Winning Combination

TV & Sports Betting: A Winning Combination

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Following the repeal of PASPA in 2018, many states (and Washington DC) have passed legislation to approve regulated sports betting and have either launched or are planning to launch soon. Sports betting in the U.S. has taken over the sports world, with everything from professional leagues partnering with sportsbooks to athletes being sponsored by legal sports betting entities. Sports betting continues to be a major fixture in the country.

TVB set out to discover how sports betting entities like DraftKings, FanDuel and others are reaching potential players, and to identify the importance of media platforms in influencing online sports bettors’ decisions.

Some key findings:
  • Television is the most important influencer for awareness, consideration of online sports betting options, and placing an online sports bet.
  • TV and TV websites/apps are the top two trusted media sources for online sports betting ads.
  • 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.
  • Sports betting skews male (65%) and younger.
  • 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.
  • Local broadcast TV news viewers and users of local TV news websites and apps are a great target for online betting and in-game sports.
Source: Dynata / TVB 2023 Sports Betting Study; N = 2,948; Media with at least 1 stage with 2% or higher shown. 2% and 1% shown but not labelled
Source: Dynata / TVB 2023 Sports Betting Study; N = 2,613
Source: Dynata / TVB 2023 Sports Betting Study; N = 2,517; Yes = Every time, most of the time & sometime
Source: Dynata / TVB 2023 Sports Betting Study; N = 2,040

For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.