WHAT MEDIA DO ONLINE BETTORS USE THE MOST?

The top breakout ad category in 2021 is online sports betting.  While it is currently legal in 14 states, many more are in varying stages of legalization.  And the market is big, according to the VIXIO Gambling Compliance, revenue from legal sports gambling is estimated to hit $2.6-$3.1 billion in 2021 and potentially $10 billion in 5-years.

ONLINE BETTORS MEDIA USE

A Katz analysis of MRI-Simmon's national data for online gambling* among Adults shows that they are heavy TV viewers.  Top TV categories include daytime TV (Index of 122), Broadcast TV (115), Local TV News (111) and Primetime TV (107). 

click charts for full-screen

MRI also surveyed the online Fantasy Sports and Sports Betting category**.  While indexing high for TV use, Local TV news matched daytime TV with the highest concentration of Fantasy/Sports Betting customers.   

Young Men: A Key Online Gambling Demo

A key demographic for online gambling sites are Men 18-34.  Once again the top media used by online gambling among this demo is Broadcast TV with an index of 141 (M18-34 online gamblers are +41% more likely to be Broadcast TV viewers).  They are also heavy local broadcast news viewers with an index of 125.  Social media and streaming services are relatively low at 107.

* "Internet - Activities Done: Used online gambling site" is user defined and may include non-monetary gaming.

** 'Platforms used' includes DraftKings Sportsbook, FanDuel Sportsbook, Bet365 or 'Other online sportsbook.'

Source: 2021 Spring GfK MRI-Simmons USA.