Advertising Trends are Changing
The amount of sports betting ads on TV has seen noticeable declines in recent years. Since 2021, their volume has dropped by 33.3%, with TV advertising units down 11% year-over-year in 2023. These shifts correspond to a 23% decrease in TV ad spend compared to 2022, reflecting broader trends across media channels, where total spending declined by $210 million in 2023—a 15% reduction from the previous year. Despite its visibility, sports betting now constitutes only 0.8% of all money spent on national TV advertising, which is less than categories like fast food (3.8%) and pharmaceuticals (14.1%).
However, sports betting advertisers still rely heavily on television. It remains the largest single advertising channel for sportsbooks, even as advertising volume shrinks. For every gambling ad on TV in 2023, fast food ran eight, and the pharmaceutical sector aired 31. This illustrates contrasting priorities among industries vying for consumer attention during TV broadcasts.
Saturation During Live Sports
Gambling-related ads dominate live sports broadcasts. Studies have shown that sports fans encounter gambling messages frequently, sometimes as often as three times per minute during a game. Over 20% of broadcast time during live events includes references to sports gambling, creating a significant exposure rate. FanDuel leads in this category, responsible for over a quarter of all sports betting messages during games.
Researchers noted that over 90% of gambling logos or references appear on the playing surface or rink-side areas, further embedding sports betting into the live viewing experience. Concerns have been raised about the pervasive nature of this advertising, with addiction counselors urging greater regulatory oversight to protect vulnerable audiences such as children. Some states are acting, including Pennsylvania, which aims to ban credit card use for online gambling.
Platforms Driving the Betting Boom
The rise of sports betting has seen a proliferation of platforms vying for market share, with each offering attractive incentives to draw users. FanDuel and DraftKings remain prominent, using heavy promotion across TV and other media.
Meanwhile, others like Caesars Sportsbook have leaned on partnerships with major sports teams and leagues to solidify their foothold.
Many platforms use promotions to attract bettors such as, for example, this BetMGM Casino bonus. These platforms, through diversified strategies, contribute to the surge in visibility—shaping how sports fans engage with the industry while fueling the ongoing advertising saturation.
U.S. Market Growth and Maturity
Legislation has played an essential role in expanding the sports betting industry. By 2023, betting had been legalized in 38 states, contributing to record revenue figures of $10.92 billion, a 44.5% increase from the previous year. Sports betting continues to expand into new jurisdictions, such as Kentucky, Maine, Massachusetts, Nebraska, and Ohio, with newer markets contributing substantial revenue growth. For example, Ohio alone generated $936.6 million in revenue in 2023.
As markets mature, advertising behavior often shifts. States that established legal sports betting early are decreasing ad spend, reflective of a reduced need to acquire new customers through traditional marketing tactics. This has likely contributed to the overall decline in spending and volume noted since 2021.
Technological Influence on Betting Trends
The nature of wagering has evolved thanks to technological advancements. App-based betting has grown rapidly, pushing the popularity of specific bet types, such as parlays and in-play wagers, which are more profitable for operators.
These bets have been a key driver of the industry’s growth, offering higher margins compared to traditional betting methods. High-profile events like the Super Bowl and NFL season also drive spikes in betting activity, including record-breaking revenue in the fourth quarter of 2023.
Balancing Advertising and Regulation
While legal sportsbook advertising helps steer customers toward regulated, secure options, criticism of these strategies has increased. Some experts worry about gambling becoming normalized among young viewers or casual fans, citing seamless integration with sports. Legislators in various states are exploring new restrictions, including bans on specific bet types, to mitigate potential harm.
Sports Betting in Perspective
Despite its prominence on game-day television, sports betting accounts for a small proportion of national TV advertising spend. By comparison, alcohol outpaces sports betting at 0.5% of all ad costs, with other sectors dominating. Advertising spend continues to decline, though sports betting brands remain heavily reliant on TV to maintain visibility, particularly in competitive or emerging markets. Whether this trend continues will depend on market conditions, legislative shifts, and evolving consumer behavior.
