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Study: Gambling industry’s US ad spend up 82% YoY

MediaRadar figures say top three betting brands have spent more than USS$200m on marketing.

3 February 2021 Tom Bassam

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  • Football seen as the biggest driver of ad spend for gambling industry
  • Broadcasters receiving 90% of sector’s marketing money

New data released by media intelligence platform MediaRadar has revealed that since mid-June 2020 sports gambling brands have increased their US advertising spend by 82 per cent year-over-year.

While that skew is partially related to the delay of key sporting events such as the National Hockey League’s (NHL) Stanley Cup and the National Basketball Association’s (NBA) finals series due to the pandemic, several new states have opened up to sports gambling in that period.

Also, football, a key sport for the nascent US sports betting industry, began its season in September.

The research also revealed that advertising for sports betting in the US is highly concentrated. The top ten gambling brands accounted for 94 per cent of the total advertising spend of the whole industry in the last 12 months. Of those ten, FanDuel, Bet365 and DraftKings spent more than US$200 million on marketing in that period, accounting for more than 90 per cent of the toal.

The growth of that advertising spend is particularly good news for broadcasters as they dominate the media mix for gambling brands, with more than 90 per cent of the betting industry spending its money on traditional media, according to the MediaRadar figures.

Sports gambling brands have increased their US advertising spend by 82%

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