FanDuel spends more than any of its competitors on advertising on local television, with close to $58 million in the first quarter. Nielsen figures show that the sportsbook accounted for 38 percent of ad dollars during the first quarter of the year, according to Sportico.
DraftKings anted up $43.6 million, with BetMGM $24.9 million. The two giants spent only $15.4 million in national TV ads.
Some 78 percent of the industry’s money went to spot ads on local stations. National TV buys accounted for just 3.7 percent of the $160 million plus total TV ad purchases.
According to Nielsen, only 2.2 percent of gambling ad money was allocated to radio, amounting to $4.3 million.
On a larger picture, online gambling, which ranks 11th of 1,200 categories of ad spend, amounted to 2 percent of TV spend on spot ads. Compare that to lawyers offices which produces 7 percent of ad spend on local TV.
Investment in local TV ad buys rose 1,336 percent, in two years.
In the future, the monetary amount should grow if not the percentage thanks to inventory, live reads, and segment sponsorships advertisers find enticing.
By 2024, local spot ads expect to produce $590 from sportsbooks. Once legalization reaches a certain level, local TV buys might shift to national TV buys, along with broad digital marketing.
