In a newly released national study from MARU/Matchbox, listeners to AM/FM radio are more interested in and more likely to have engaged with online sports betting.
The study of 1,252 adults 21+ in February of 2022, 483 surveyed came from states with legalized sports betting and 769 respondents were from states that do not feature legalized sports betting. Those findings were compared to prior studies that took place in April and October of 2021.
The survey found that 21% of those that identify as heavy AM/FM radio listeners (5+ hours) have placed a bet online or with a sports book’s app inside the boundaries of a legalized state. That compares to 13% of those that identify as heavy television viewers (20+ hours).
As far as interest is concerned, the data again shows that those radio listeners are either somewhat or very interested in participating in online betting. The survey found 26% of radio listeners were likely to participate in sports betting compared to 19% of television viewers.
The survey also asked respondents to answer six statements in an attempt to gauge passion in regards to sports betting. In each of the six statements related to passion, radio listeners responded with a higher percentage of agreement to the statements compared to television viewers. Those results are in a chart below from the study commissioned by The Cumulus Media | Westwood One Audio Active Group.
A fascinating piece of the study also showed that radio listeners were also far more likely to be aware of sports betting brands in legalized states.
