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п»їBrace Yourself: Here Come The Sports Betting Ads As NFL Ramps Up.
The number of FanDuel and DraftKings ads across the US has exploded in the second half of the year alongside the return of pro sports and the approaching NFL kickoff.
According to data provided to LSR by ad tracking firm iSpot , FanDuel and DraftKings have generated more than 4.1 billion impressions from TV ads in 2020.
Interestingly, of FanDuel‘s 1.88 billion impressions, nearly half (935 million) have come since July 15 . It’s a similar story for DraftKings: of the firm’s 2.26 billion impressions for 2020, 1.9 billion have come since June 1 .
“Those impressions have steadily increased since the restart of sports,” noted iSpot.
The two companies have a combined 3.56 billion impressions since June, which would make them one of the top 100 brands advertising on TV.
Of course, it’s not surprising the two companies are spending more with the resumption of sports. But the level of spend before the return of NFL betting season raises some red flags. Indeed, the advertising blitz is only going up from here.
Who is spending what on ads in NFL season?
FanDuel Group estimated last week it will spend around $185 million on marketing in H2 alone . The company said US players were proving more valuable and stickier than other markets and it made economic sense to spend big to acquire them. That marketing figure also covers Fox Bet. DraftKings spent almost exactly $100 million on marketing in H1. It did not give exact guidance for H2 but CEO Jason Robins echoed FanDuel in saying the economics were favorable for heavy investment. “We have $1.2 billion on the balance sheet and feel well equipped to play the long game here,” Robins said. MGM and GVC recently upped their investment in Roar Digita l, giving the company some $370 million of investable capital. Numbers from iSpot and reports from Colorado suggest that money is already being spent. PointsBet is raising $220 million and has committed to spend $393 million in marketing across NBC properties over the next five years. That spend will increase in each year of the deal. William Hill has not given concrete numbers about planned ad spend. But of course, the bookmaker has a wide-ranging deal with CBS .
Taken altogether, it’s likely that well over $1 billion will be spent on sports betting ads around NFL this year. And the major US TV networks all have some sort of gambling presence.
Beware the backlash.
It’s all a little bit DFS circa 2015. And this is without considering the deals with specific teams. Last week alone, the Chicago Cubs and Detroit Lions announced new betting partners.
“I think there is potential for pushback,” said Keith Whyte , executive director at the National Council on Problem Gambling .
In the UK and Australia, the flood of advertising led to various bans on gambling ads during live sport.
“Ironically, this is exactly where the US operators are focusing their efforts – striking betting and branding partnerships, shirt sponsorships, etc with our leagues and teams,” Whyte said. “In some ways, it almost looks like some of the big internationals are simply taking the money they would have spent on banned ads and sponsorships in the UK and shifting it to the exact same thing in the US.”
And it’s not like advertising saturation is an exclusively non-US problem. The DFS ad blitz in 2015 played a key role in the regulatory backlash on that industry too.
Operator and trade groups promise they’ve learned from previous mistakes in Europe. But it remains to be seen whether the reality of this NFL season will match that responsible rhetoric.


Go big or go home: America’s multi-billion dollar sports betting business.
Super Bowl Sunday is the biggest sporting -- and betting -- event of the year. Despite the pandemic, bookkeepers are expecting wagers worth more than $4 billion this year. Since its expansion outside Nevada in 2018, the legal betting industry has ballooned, with New Jersey emerging as the biggest market in the country. Hari Sreenivasan reports on why, the odds are, the industry will keep growing.
Read the Full Transcript.
Hari Sreenivasan:
It's Super Bowl weekend, which means that in addition to two teams playing for the NFL championship, it's also the biggest betting event of the year. 23 million people will wager an estimated $4.3 billion dollars on the game according to industry estimates.
Betting has always been part of sports – legal or not, but since the expansion of legal sports betting outside of Nevada in 2018. It's suddenly much more visible.
Just over the Hudson River from New York City, at the Fanduel Sportsbook at the Meadowlands in New Jersey, capacity is limited to 35 percent as a COVID precaution. But that doesn't mean that it's not busy.
Andrew Kleiman:
We've done our best to create an environment where they're able to at least feel comfortable being in here and be socially distanced so I don't think the excitement is any different. I think, if anything, the excitement is more this year than it was last year.
Hari Sreenivasan:
Andrew Kleiman is the Senior Director of Operations for the sportsbook. It is the largest sports betting operation in the country, and part of the dramatic growth of the industry in New Jersey since becoming legal.
Last year, New Jersey sportsbooks took in nearly $400 million in revenue. It was nearly $100 million more than 2019, despite the pandemic. And it generated more than $50 million in state taxes.
Andrew Kleiman:
When we were able to open up, it almost was like a perfect storm where all the sports came back, and people actually wagered more than they did last year. So needless to say, it was a really good year for us.
Hari Sreenivasan:
The growth has also been driven by the fact that in New Jersey, you don't have to physically be here, you can just use your phone. In fact, more than 90 percent of the wagers in New Jersey are done online.
It's part of a huge change since New Jersey led the effort nationally to legalize sports gambling outside of Nevada. As Newshour Weekend reported back in 2015, boosters of sports betting in the Garden State had been pushing to legalize the practice for years. In central New Jersey one racetrack even preemptively built out this space in anticipation of the rules changing.
In May of 2018, the Supreme Court struck down a 1992 law that had prohibited it. and within months, New Jersey Governor Phil Murphy was placing a legal bet in that same sports book that had been built years earlier. Today, 20 states and Washington D.C. have legalized sports gambling in some form, with another 19 either considering legislation or working on regulations to actually start operations.
Chris Grove:
We're unlikely to see another expansion of gambling that occurs this rapidly for a generation, if not more.
Hari Sreenivasan:
Chris Grove is a partner at Eilers and Kreijek Gaming, an independent research firm that follows the industry.
Chris Grove:
I think that it's certainly possible that we could see the number of states where sports betting is available crest over 30 by the end of the year. Some of that increased interest in state legislatures does come from the budgetary pressures brought about by the global pandemic. But to be honest, much of that momentum was already existing in state capitals.
Hari Sreenivasan:
New Jersey, is currently the biggest market in the country with more than $6 billion in wagers in 2020. But Grove says this will change as the industry matures and more states legalize sports betting.
Chris Grove:
It is a temporary crown, unfortunately, for the good folks in the Garden State. Generally speaking, with some exceptions on the margins, the largest states from a sports betting revenue perspective are going to be the states with the largest populations.
Hari Sreenivasan:
Grove also says that the growth has come as media and sports leagues themselves have embraced gambling. Both ESPN and FS1 feature daily shows devoted to sports betting. Information on betting odds are now displayed on the ticker on networks like ESPN, and media companies and teams have official gambling partners, and feature betting content during games.
NBA Halftime show:
Right now the Nets are underdogs, getting six and a half points.
Chris Grove:
I think you're also going to see those partnerships continue to deepen and you are going to see increased integrations, whether it's some of the more subtle things, or more all-in integrations like like custom blocks of content that are gambling first and sports second. I don't think it's overstating it to use the word ubiquitous. I think you are going to see that kind of ubiquitous integration.
Hari Sreenivasan:
Grove believes it is in this area where we could see new regulation in the future.
Chris Grove:
I think it's going to be an interesting dialog between sports teams, leagues, betting operators, consumers and, of course, regulators who do have a history in the US of weighing in on what kind of advertising, in what context is appropriate.
Hari Sreenivasan:
Back in New Jersey, despite the availability of online betting, Andrew Kleiman says many people still prefer to place bets in person, which is the only way to use just cash.
While there's a lot of focus on who will win the game, Kleiman says keep an eye on the pregame coin toss: it's one of the most popular bets not related to the game's outcome..
Andrew Kleiman:
It's a 50-50 opportunity. And it's just one of those things that you sit there and you just hope for the best, but you also want your customers to win too.
Hari Sreenivasan:
And in case you're wondering, as of yesterday, the heavy favorite in terms of money wagered at least, was tails.


Brace Yourself: Here Come The Sports Betting Ads As NFL Ramps Up.
The number of FanDuel and DraftKings ads across the US has exploded in the second half of the year alongside the return of pro sports and the approaching NFL kickoff.
According to data provided to LSR by ad tracking firm iSpot , FanDuel and DraftKings have generated more than 4.1 billion impressions from TV ads in 2020.
Interestingly, of FanDuel‘s 1.88 billion impressions, nearly half (935 million) have come since July 15 . It’s a similar story for DraftKings: of the firm’s 2.26 billion impressions for 2020, 1.9 billion have come since June 1 .
“Those impressions have steadily increased since the restart of sports,” noted iSpot.
The two companies have a combined 3.56 billion impressions since June, which would make them one of the top 100 brands advertising on TV.
Of course, it’s not surprising the two companies are spending more with the resumption of sports. But the level of spend before the return of NFL betting season raises some red flags. Indeed, the advertising blitz is only going up from here.
Who is spending what on ads in NFL season?
FanDuel Group estimated last week it will spend around $185 million on marketing in H2 alone . The company said US players were proving more valuable and stickier than other markets and it made economic sense to spend big to acquire them. That marketing figure also covers Fox Bet. DraftKings spent almost exactly $100 million on marketing in H1. It did not give exact guidance for H2 but CEO Jason Robins echoed FanDuel in saying the economics were favorable for heavy investment. “We have $1.2 billion on the balance sheet and feel well equipped to play the long game here,” Robins said. MGM and GVC recently upped their investment in Roar Digita l, giving the company some $370 million of investable capital. Numbers from iSpot and reports from Colorado suggest that money is already being spent. PointsBet is raising $220 million and has committed to spend $393 million in marketing across NBC properties over the next five years. That spend will increase in each year of the deal. William Hill has not given concrete numbers about planned ad spend. But of course, the bookmaker has a wide-ranging deal with CBS .
Taken altogether, it’s likely that well over $1 billion will be spent on sports betting ads around NFL this year. And the major US TV networks all have some sort of gambling presence.
Beware the backlash.
It’s all a little bit DFS circa 2015. And this is without considering the deals with specific teams. Last week alone, the Chicago Cubs and Detroit Lions announced new betting partners.
“I think there is potential for pushback,” said Keith Whyte , executive director at the National Council on Problem Gambling .
In the UK and Australia, the flood of advertising led to various bans on gambling ads during live sport.
“Ironically, this is exactly where the US operators are focusing their efforts – striking betting and branding partnerships, shirt sponsorships, etc with our leagues and teams,” Whyte said. “In some ways, it almost looks like some of the big internationals are simply taking the money they would have spent on banned ads and sponsorships in the UK and shifting it to the exact same thing in the US.”
And it’s not like advertising saturation is an exclusively non-US problem. The DFS ad blitz in 2015 played a key role in the regulatory backlash on that industry too.
Operator and trade groups promise they’ve learned from previous mistakes in Europe. But it remains to be seen whether the reality of this NFL season will match that responsible rhetoric.


Coronavirus and Sports Betting.
How Does Covid Affect Sports Betting?
The coronavirus pandemic has changed the lives of millions of people around the world. Professional gamblers and betting companies were no exception.
It became impossible to maintain the traditional routine, including betting, if one wished.
But how much has the coronavirus affected the betting industry and how are things now? Meta.reviews give examples from specific countries.
Sweden.
With the pandemic in Sweden, the demand for the services of illegal bookmakers has increased. They are preferred by about a third of the players. According to experts, this trend reflects the fact that unregistered bookmakers offer more bonuses and promotions than licensed offices. At the same time, Swedish laws do not provide for punishment for playing in an illegal office.
UK.
In the UK, betting has become a tool for fighting boredom. The number of players has grown, and those who regularly made online bets before the pandemic did not reduce their betting activity during it. Some (28%) even started betting more often. 41% of UK gamblers have opened new accounts with other bookmakers.
The government has responded to such activity by imposing a daily betting limit of £50. Also, during the quarantine period, a ban was imposed on bookmakers’ use of topics such as coronavirus and self-isolation for advertising purposes.
Belgium.
Belgium has a player limit. For 7 days, the amount of the deposit must not exceed 500 euros. At the same time, representatives of the country’s gambling regulator urge players to report violations by bookmaker companies that allow you to deposit the amount exceeding the limit.
Russia.
In Russia, the authorities did not impose strict restrictions. Except for the closure of land-based betting points, there are no changes in the work of operators.
Due to the cancellation of sporting events, the revenue of Russian offices in March fell by 40–45% compared to the average figures for January and February 2020.
Spain.
During the quarantine period, the country’s authorities have banned any commercials that mention casinos and bookmakers. Also, bookmaker companies were forced to abandon promotions and bonuses.
Government officials believed that this approach would help retain old players and attract new ones.
USA.
In the United States, betting shops and casinos, the activities of which generate the main income of the betting industry were closed. The authorities also suspended the issuance of gambling licenses during the quarantine.
In March, for example, New Jersey revenues from gambling dropped by half compared to 2019 (from $372.4 million to $187.1 million). In total, the industry lost about $43 million.
Of course, the demand for online betting has not just gone down, but it has gone up, but it does not affect the size of the industry’s losses that much.
The situation now.
Now it is a little easier for bookmakers. Most countries have eased restrictions, many championships have been resumed, and because of that, the lines have become more diverse.
Small betting companies did not manage to survive the crisis, but due to their closures, the big ones have more customers.
Player preferences have changed. When the major championships in all sports were canceled, bettors switched to eSports. Now it has not lost its popularity. Many players appreciated the simplicity and speed of betting on this discipline.
According to bookmakers, the final recovery of the betting industry is still a long way off. For this, it is necessary that major sporting events begin to be held again without postponements and cancellations, as well as that the previously introduced restrictions on advertising are completely removed.


Go big or go home: America’s multi-billion dollar sports betting business.
Super Bowl Sunday is the biggest sporting -- and betting -- event of the year. Despite the pandemic, bookkeepers are expecting wagers worth more than $4 billion this year. Since its expansion outside Nevada in 2018, the legal betting industry has ballooned, with New Jersey emerging as the biggest market in the country. Hari Sreenivasan reports on why, the odds are, the industry will keep growing.
Read the Full Transcript.
Hari Sreenivasan:
It's Super Bowl weekend, which means that in addition to two teams playing for the NFL championship, it's also the biggest betting event of the year. 23 million people will wager an estimated $4.3 billion dollars on the game according to industry estimates.
Betting has always been part of sports – legal or not, but since the expansion of legal sports betting outside of Nevada in 2018. It's suddenly much more visible.
Just over the Hudson River from New York City, at the Fanduel Sportsbook at the Meadowlands in New Jersey, capacity is limited to 35 percent as a COVID precaution. But that doesn't mean that it's not busy.
Andrew Kleiman:
We've done our best to create an environment where they're able to at least feel comfortable being in here and be socially distanced so I don't think the excitement is any different. I think, if anything, the excitement is more this year than it was last year.
Hari Sreenivasan:
Andrew Kleiman is the Senior Director of Operations for the sportsbook. It is the largest sports betting operation in the country, and part of the dramatic growth of the industry in New Jersey since becoming legal.
Last year, New Jersey sportsbooks took in nearly $400 million in revenue. It was nearly $100 million more than 2019, despite the pandemic. And it generated more than $50 million in state taxes.
Andrew Kleiman:
When we were able to open up, it almost was like a perfect storm where all the sports came back, and people actually wagered more than they did last year. So needless to say, it was a really good year for us.
Hari Sreenivasan:
The growth has also been driven by the fact that in New Jersey, you don't have to physically be here, you can just use your phone. In fact, more than 90 percent of the wagers in New Jersey are done online.
It's part of a huge change since New Jersey led the effort nationally to legalize sports gambling outside of Nevada. As Newshour Weekend reported back in 2015, boosters of sports betting in the Garden State had been pushing to legalize the practice for years. In central New Jersey one racetrack even preemptively built out this space in anticipation of the rules changing.
In May of 2018, the Supreme Court struck down a 1992 law that had prohibited it. and within months, New Jersey Governor Phil Murphy was placing a legal bet in that same sports book that had been built years earlier. Today, 20 states and Washington D.C. have legalized sports gambling in some form, with another 19 either considering legislation or working on regulations to actually start operations.
Chris Grove:
We're unlikely to see another expansion of gambling that occurs this rapidly for a generation, if not more.
Hari Sreenivasan:
Chris Grove is a partner at Eilers and Kreijek Gaming, an independent research firm that follows the industry.
Chris Grove:
I think that it's certainly possible that we could see the number of states where sports betting is available crest over 30 by the end of the year. Some of that increased interest in state legislatures does come from the budgetary pressures brought about by the global pandemic. But to be honest, much of that momentum was already existing in state capitals.
Hari Sreenivasan:
New Jersey, is currently the biggest market in the country with more than $6 billion in wagers in 2020. But Grove says this will change as the industry matures and more states legalize sports betting.
Chris Grove:
It is a temporary crown, unfortunately, for the good folks in the Garden State. Generally speaking, with some exceptions on the margins, the largest states from a sports betting revenue perspective are going to be the states with the largest populations.
Hari Sreenivasan:
Grove also says that the growth has come as media and sports leagues themselves have embraced gambling. Both ESPN and FS1 feature daily shows devoted to sports betting. Information on betting odds are now displayed on the ticker on networks like ESPN, and media companies and teams have official gambling partners, and feature betting content during games.
NBA Halftime show:
Right now the Nets are underdogs, getting six and a half points.
Chris Grove:
I think you're also going to see those partnerships continue to deepen and you are going to see increased integrations, whether it's some of the more subtle things, or more all-in integrations like like custom blocks of content that are gambling first and sports second. I don't think it's overstating it to use the word ubiquitous. I think you are going to see that kind of ubiquitous integration.
Hari Sreenivasan:
Grove believes it is in this area where we could see new regulation in the future.
Chris Grove:
I think it's going to be an interesting dialog between sports teams, leagues, betting operators, consumers and, of course, regulators who do have a history in the US of weighing in on what kind of advertising, in what context is appropriate.
Hari Sreenivasan:
Back in New Jersey, despite the availability of online betting, Andrew Kleiman says many people still prefer to place bets in person, which is the only way to use just cash.
While there's a lot of focus on who will win the game, Kleiman says keep an eye on the pregame coin toss: it's one of the most popular bets not related to the game's outcome..
Andrew Kleiman:
It's a 50-50 opportunity. And it's just one of those things that you sit there and you just hope for the best, but you also want your customers to win too.
Hari Sreenivasan:
And in case you're wondering, as of yesterday, the heavy favorite in terms of money wagered at least, was tails.




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