FanDuel Dominates National TV Gambling Ads with 34% Impression Share

Sports betting ads are on the rise, with TV ads featuring sports betting products increasing exponentially according to a new survey from Television and ad spending has tripled in the past nine months, with some $282 million spent promoting gambling ads involving sports on televisions across the United States.

Brands set to run more gambling ads on national TV

Between September 2021 and May 2022, a 281% increase was recorded in terms of sports betting ads shown on national television. This is compared to the same period a year earlier. Meanwhile, total TV ad impressions grew to 18.2 billion, up 48% year-over-year. By comparison, total national TV ad spend during the period between September 2020 and May 2021 was $74 million for a total of 12.23 billion TV impressions.

The report offered a further breakdown of TV ad impressions, with 60% coming from linear TV networks and a further 37% targeting local TV media deals. Another 2.7% was based on streaming deals. With over 30 states currently legalizing sports betting and more in the works, companies have been keen to continue spending big bucks to market their products.

However, these expenses may have encroached on company results, as excessive funds spent on bonuses and marketing have also slowed profitability. DraftKings is unlikely to turn a profit before 2024, for example, even though the company’s chief executive, Jason Robinson, is optimistic about the long-term prospects for the sportsbook platforms.

FanDuel Dominates TV Impressions of Gaming Ads

However, the biggest spender on advertising isn’t DraftKings. That would be FanDuel which holds 34% of total TV ad impressions. The company is followed by Caesars Entertainment with 21.7% and only then you have DraftKings with 18.6%. Other top brands, including Fox Bet with 7.5% and BetMGM with 13.4%, appear to dominate the overall TV marketing space when it comes to sports betting advertisements.

FanDuel is in a unique position to benefit from the proliferation of TV media deals it has with various leagues, including the National Football League. The NFL leads in terms of market share in terms of in-game TV ad impressions with 42.5%. The other leagues show much more moderate percentages, including:

  • NBA- 7.9%
  • MLB – 5%
  • CANAF – 3.3%
  • NHL – 1.3%
  • AGP – 1.2%

FanDuel has been a historic leader with the company holding 40.6% of the shares a year ago, but is slowing as competition from other companies has intensified over the past year as more brands seek to extend their influence.

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