Sportsbooks matter to sports radio

Sportsbooks matter to sports radio for two key reasons. First, they invest a lot of advertising dollars in the format. Secondly, the audience frequently turns to them to bet on games.

Nielsen Scarborough recently hosted a deep dive webinar that studied the radio consumption of sports bettors in Las Vegas, Philadelphia and Phoenix. The results were very good for the sports radio format.

The study showed that 20% of sports bettors consume 13 or more hours of sports talk radio every week. More than nine in ten of them listen to sports talk during weekday prime hours (6A-7P).

Afternoon drive time is particularly important to sports bettors. Content between 3 and 7 pm locally was heard by 71% of gamblers.

Sportsbooks matter to sports radio for two key reasons. First, they invest a lot of advertising dollars in the format. Secondly, the audience frequently turns to them to bet on games.

Nielsen Scarborough recently hosted a deep dive webinar that studied the radio consumption of sports bettors in Las Vegas, Philadelphia and Phoenix. The results were very good for the sports radio format.

The study showed that 20% of sports bettors consume 13 or more hours of sports talk radio every week. More than nine in ten of them listen to sports talk during weekday prime hours (6A-7P).

Afternoon drive time is particularly important to sports bettors. Content between 3 and 7 pm locally was heard by 71% of gamblers.

More than half of the respondents said they consumed sports radio while in their car. Around 25% said they prefer to listen at home.

The study also provided insight on who is using sports radio amongst bettors. In Philadelphia specifically, Scarborough found that the average age of sports bettors that listen to sports radio is 42, which is 8 years below the average age of a radio user in the market. The average listener in Philadelphia the bets on sports is likely a white man with an income north of $100,000. He also likely uses more than one sportsbook app to place his bets.

Source: Barrett Sports Media 

Preview Image: Shutterstock

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