The growing sports TV ad category of sports wagering has seen national TV ad spending rise nearly threefold over the most recent nine-month period to $282 million, according to Mediapost citing figures from iSpot.tv.
From September 2021 through May 2022, there was a 281% rise in estimated national TV ad spend versus the same period a year ago -- with total TV ad impressions up 48% to 18.2 billion versus the same period the year before.
Of those 18.2 billion TV advertising impressions, 60% were on national linear TV networks, while 37% came via local TV media deals and 2.7% were streaming. Currently there are 30 states that have live/legal operations, and five states have passed legislation, but sports betting is not yet operational.
FanDuel's big lead was largely driven by TV media airing during the NFL games.
Top programs for TV ad impressions for sports-betting operations for in-game/in-play TV commercials include the NFL with a 42.5% share; NBA (7.9%); Major League Baseball (5.0%); college football (3.3%); NHL (1.3%); and PGA (1.2%).
For the previous nine-month period -- September 2020 through May 2021 -- national TV ad spend was $74 million, from a total of 12.23 billion TV advertising impressions -- 57% for national linear TV; 40% of which came from local TV media buys, and 3.4% on streaming platforms.
A year ago, FanDuel was at a 40.6% share, followed by DraftKings (36.3%); FOX Bet (12.2%); BetMGM (9.5%); PointsBet (0.9%); Unibet (0.2%); WynnBet (0.1%); and Caesars Entertainment (0.01%).
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