It’s of very little surprise when you turn on the radio that sportsbooks are looking for your money. Their want for your action is substantial and in breakdown of new data on ad spends in the United States on radio, one sportsbook spent more than the rest., Draftkings.
In 2021, DraftKings spent $26 million on national radio for it’s betting service. It was the most by any sportsbook in the country and the only one to crack the top ten of companies in all of radio ad spends.
The data was was produced by Ad Age which looked at a breakdown of data compiled by Kantar. It found that in national radio spots, Comcast spent the most, dropping a staggering $91 billion in ad buys. Draftkings finished the year spending the eight-most of any company buying national advertising on radio.
The chart of data (seen below) shows the top spenders which also includes Walk Disney Co. which spent $36 million to promote mostly ESPN+, Disney+ and Hulu. (Note: the data shows the numbers above the blue box are representative of millions, not billions)
All told radio booked $4.7 billion in ad revenue from the Ad Age Leading National Advertisers top 200. These 200 power spenders accounted for nearly two thirds (64%) of measured-media TV spending and 39% of radio spending in 2021.
The top ad categories from Kantar for all advertisers last year was retail at $9.9 billion, medicine and remedies ($9.5 billion), general services ($9.3 billion), telecom, internet services and internet service providers ($8.1 billion), automotive ($7.9 billion) and insurance ($6.6 billion).
