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Local radio is also benefiting from sportsbooks seasonal ad spending strategy. According to Inside Radio, after a lull of several months in marketing activity, for the week of September 5 (which coincided with the start of the 2022 NFL season) three sportsbook companies ranked among the top 100 advertisers. DraftKings led, ranking ninth among all advertisers with 28,945 AM/FM spot occurrences, the most radio ads run by a sportsbook advertiser in any week. FanDuel ran 11,268 ads ranking 52nd and Caesars Sportsbook aired 6,766 messages ranking #86. BIA recently increased its radio ad spend forecast for sportsbooks from $150 million to $164 million for the year.
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But the slope can be a slippery one. While merely .6 percent of American adults would be classified as problem gamblers, according to a 2008 study in the journal Psychological Medicine, that number skyrockets to between six and nine percent for college-aged- people, according to a 2010 Journal of American College Health report. Successful gamblers win only about 53 to 54 percent of the time, according to Sean Brace, program director and host for The Gambler, Philly¡¯s Fox Sports radio station. It¡¯s a statistic that many gamblers ¡ª especially brash young bettors ¡ª don¡¯t believe. So they bet. And bet. The opportunities are endless, and the potential for that next wager is always just a swipe and a click away. The sea change in sports fandom is fortified by technology, social media, data, and, most importantly, young people¡¯s primary connection to the world: cell phones.