The survey found that 37% of respondents were able to recall the brand of legal sports betting providers they had seen advertising and sponsorship from in the past month. Among the recognized brands, FanDuel had the highest ad recall at 30%, followed by Caesars Sportsbook at 19%, BetMGM at 16%, and Barstool Sportsbook at 10%. Interestingly, there is evidence that offshore sportsbooks still have a presence in the market, with 4% of respondents recalling advertising from Bovada.lv and 14% remembering campaigns from other unmentioned brands.
According to Oliver Rowe, the global sector head for leisure and entertainment at YouGov, advertising recall for smaller brands increases significantly in states where online sports betting is already legal, especially among existing gamblers.
A survey of 2,233 members of the US public aged 18 conducted between 19-23 November 2021 revealed that 47% of respondents were unable to recall any ad campaigns by betting brands. However, in states where online betting is legal with multiple providers, only 21% of respondents were unaware of either advertising or sponsorship. Rowe added that 68% of those who believe online sports betting is legal in their state reported seeing at least one ad each day, and 56% reported seeing at least one sponsorship message daily.
Concerns about excessive gambling were expressed by 44% of the US public, while 54% agreed that advertising and sponsorship should be more carefully targeted to avoid reaching underage demographics. Only 14% of respondents were confident that operators have effective measures in place to prevent bettors from getting into financial trouble by placing bets beyond their means. Rowe emphasized the need to monitor these issues as more states legalize online sports betting in order to identify and address any potential downturn in sentiment.
You can read the full article on the US public’s view on legal sports betting here.
