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Radio Is a Sure Bet to Target the Men Who Wager on Sports


Apr 22, 2021

According to the American Gaming Association (AGA), US commercial gaming revenue decreased 31% during 2020, but sports betting increased 68.9%. Men and men 25–44 specifically are the overwhelming demographic of sports bettors and large percentages of them listen to one or more hours of radio daily, according to data from Local Sports Insights’ 2020/21 market/consumer surveys.

In the six selected markets, approximately 70% or more of adults 18+ who placed bets on college/professional sports games during the past year were men 18+ and men 25–44 were the largest age group of men: Buffalo 53.5%, Columbus 43.2%, Atlanta 64.6%, Austin 57.3%, Denver 50.4% and San Francisco 65.5%. 


Although men 25–44 were the primary sports bettors, many men 45 and older also placed bets, compared to very small percentages of men 18–24 who are likely to have the discretionary income for wagering.


“With sports betting legalized in 21 states and many others in the process of legalization, sports, betting and radio is almost a perfect trifecta of entertainment to engage with the often-elusive male radio audience,” Tony Ott, Vice President/General Manager, Local Sports Insights. “A myriad of brands and retailers offer products with strong affinities to this specific audience, from sporting goods to motorsports to men’s apparel, and radio is where to find these men as they cheer their team to bring in a winner.” 


Another data comparison from Local Sports Insights reveals on which sports men 25–44 are placing their bets. Interestingly, the two markets – Columbus and Austin – where the largest percentages bet on college football are the homes of The Ohio State Buckeyes and Texas Longhorns. The percentages are also very large in markets with professional sports teams.


Although men 25–44 are the prime sports betting demographic, radio also reaches older male wagers as well as the smaller percentages of women of all age groups who like to bet on their favorite teams.

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