U.S. sports booming gaming industry actively promotes online betting

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Bookmaker
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U.S. sports booming gaming industry actively promotes online betting

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The NFL is the most popular and followed sports league in the US, and football (including college) is the sports league with the most sports betting, but it may surprise some that NFL fans are not that interested in betting .

That's the conclusion of a recent Nielsen Fan Insights survey, another surprising movement that could fan the flames of an already burgeoning domestic sports betting industry. "The NFL's mass appeal doesn't automatically translate into a high percentage of fans interested in sports betting," Nielsen said. In fact, of the six sports leagues, NFL fans are the least interested in sports betting. Therefore, while NFL fans' The sheer numbers represent an opportunity, but these fans are not currently as keen on sports betting as the strength of the league would suggest."

Of the 21 states where sports betting is currently legal, and Washington, D.C., 10 states are home to 13 of the NFL's 32 franchises, a group that excludes Arizona, Louisiana and Maryland, states that target, Is launching a sports betting business at the start of the 2021 NFL season.

Interestingly, Nielsen's research runs counter to multiple previous research reports that have shown that regardless of sport, fans are more likely to watch games on television if they have a financial investment in the outcome of the game. "Interest in certain sports betting doesn't always correlate with the sporting event sports bettors are watching," the research firm said.

Of the six major team sports in the US - NFL and college football, NBA and NCAA college basketball, Major League Baseball and the NHL (NHL) - hockey has the highest percentage of fans interested in betting at 62%. That compares with 14 percent in the NFL and 57 percent in the NBA.

Regardless of the sports viewers prefer and how they allocate their gambling budget, it is increasingly clear that sports betting operators spend heavily on advertising, which is a huge challenge for local radio and TV networks and regional sports networks (RSNs) alike. Gospel. Nielsen added, “The significant growth in online sports gambling advertising on TV has placed the category 11th out of 1,200 TV advertising revenue product categories, with a 2.1% share. In terms of the audience for these ads, less than a third One (32%) of the U.S. population is already interested in sports betting, but a total of 46% have at least some interest, underscoring the opportunity for future growth.”

This growing interest, coupled with increasing state-level legalization, is exactly what bookmakers and Wall Street are driving the industry forward. While there is no shortage of optimistic projections for the long-term future of sports betting in the U.S., those estimates are largely dependent on who wants to bet first and the participation of more states. Currently, California and Texas, the two largest states, do not allow sports betting, while the issue is pending in Florida, and online betting is still not live in New York.

In the early days of the Daily Fantasy Sports (DFS) craze, DraftKings and FanDuel developed a strategy where game companies were known to run ads in the NFL and some basketball broadcasts, but they might want to target fans of other sports. Nielsen asked respondents how much (or very much) they would be interested in betting if betting was legal in their area. 52% of PGA Tour and 45% of NASCAR fans said they were "very interested," compared with an average of only 40% of NFL and NBA fans.

The highest percentage of fans who are very interested in betting is in Major League Soccer (MLS) at 53%, Nielsen said. Some carriers are sensible about these trends. “For example, FanDuel and MGM leveraged league-wide deals to provide exposure to each team in the NBA and MLS, respectively. The NHL and Betway recently announced a new multi-year partnership that makes Betway the NHL’s flagship in the U.S. Official Sportsbook Partner."
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