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The rapid expansion of marketing for online sportsbooks (BetMGM, DraftKings, FanDuel, etc.).The ads are everywhere, often including big-name celebrities, whose mass appeal helps capture attention across various sports leagues.<\/p>\nThe rapid expansion of marketing for online sportsbooks (BetMGM, DraftKings, FanDuel, etc.).The ads are everywhere, often including big-name celebrities, whose mass appeal helps capture attention across various sports leagues.<\/p>\n
U.S. ad spending for sportsbooks is projected to reach $2billion in 2023, up 8% YoY, and a whopping 400% from 2018. As legalization expands across states, digital applications improve, media coverage expands, and marketing efforts grow, it\u2019s expected that<\/p>\n
32 million American adults will place a bet online in 2025, up 39% from 2022. Globally, the sports betting market is expected to reach $100 billion by the end of the year, with some projecting 14% CAGR until 2027.<\/p>\n
\u00a0In an increasingly competitive environment, customer acquisition is at a premium, driving sportsbooks to advertise aggressively across mediums. They\u2019re looking to win the business of existing bettors and attract new customers to place their first bets. But how are consumers reacting to this influx of sportsbetting ads? Using DISQO\u2019s single-source access to sentiment and behavioral data, we examined how consumer attitudes and behaviors are evolving.<\/p>\n
BEHAVIOR<\/p>\n
Consumers\u2019 digital behaviors were measured and analyzed via our desktop and mobile metering capabilities. This empowered a detailed picture of web traffic to specific sportsbetting apps and sites (e.g., DraftKings, FanDuel),as well as searches for these brands. We looked at how such digital behaviors have changed in the past year, and also assessed the proportion of behavior that originated from select demographic subgroups (age, income, gender). Data is specific to site visits and searches from May 2022 to May 2023.<\/p>\n
PERCEPTION<\/p>\n
We surveyed 24,787 consumers in DISQO\u2019s audience from May 27 to 29, 2023. Questions focused on interest in sports betting (e.g., receptivity, emotional reactions), unmet needs (e.g., desired marketing for non- bettors), and advertising perceptions (e.g., partnerships with sports leagues and celebrities, morality perspectives).<\/p>\n