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.
Historically, advertising in fourth quarter has been the most expensive of the year driven by high demand of the holiday season. Traditional product categories that ramp up their marketing budgets include retailers, toys/games, apparel, alcoholic beverages and movie studios. Plus every other year political ads plunk down billions of ad dollars. New to the list will be sports betting.
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