How Sports Betting TV Ads Stack Up Year-Over-Year

As sportsbooks settle into a more established rhythm as national TV advertisers, signs of norms start to crop up. Recent data from iSpot shows that while the two giants of the industry – FanDuel and DraftKings – remain TV ad reach giants, smaller sportsbooks have also grabbed more ad impressions share of voice this year.

• Through Aug. 15, sportsbook est. national TV ad media value is up about 1.8% year-over-year, which can be attributed in part to ESPN Bet and PrizePicks making up for reductions by market leaders DraftKings and FanDuel (among others).
• Sportsbook TV ad reach is up significantly more, however: 22% year-over-year, as streaming and local ads are accounting for a larger share of TV ad impressions YoY for FanDuel and PrizePicks.
• As the pool of potential new bettors declines over time, these brands are putting a decreasing emphasis on sports programming; Through Aug. 15, 80.9% of media value was during sports programming this year, vs. 87.1% last year.