Sportsbook Operators Boosted Ad Spending During NFL Season
Sportsbook operators increased advertising during the 2023 NFL football season. This should come as no surprise to anyone. Football, in particularly the NFL, is the most bet on sport in the United States. EDO Ad EnGage estimated that from September 1st through December 26th advertising on television increased 10% to $237.8 million. They did not specify if the increase was attributed to new entrants such as ESPN Bet and Fanatics, more expenditures by incumbents, such as DraftKings and FanDuel, or a combination of the two. Sports gambling impressions were up 52% to a total of $20.7 billion.
Sportsbook operators spending on ads is changing though. Of course it still makes sense to spend on such TV networks such as ESPN, but the landscape is shifting. For example, Amazon Prime’s Thursday Night Football, which is streamed, drew an estimated $41 million in ad revenue from sportsbook operators, which is up from $27.9 million a year earlier. This is not to say that sportsbooks are only placing ads on sports networks. They are increasingly placing ads on non sports networks. Some of those non sports networks include TBS, FXX, truTV, and Discovery Life Channel to name a few.
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