Sport Sportsbooks spent over $24 million on ads during NFL Week 1 in sign of things to come
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One of the most anticipated learnings from the 2021-2022 NFL season is just how much the sportsbooks and legalized gambling impacts the financial numbers for the league and their broadcasting partners. Based on the first week of the season, it looks like it’s going to do extremely well for their bottom lines.
The league’s sportsbook partners and advertisers bought 90 total advertising units across NFL games on CBS, Fox, and NBC this past week, spending $21.4 million in total,. The majority of the ads ran during nationally televised games such as Thursday Night Football and Sunday Night Football.
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FanDuel was the overwhelmingly biggest advertiser, accounting for 42 in-game ads. In fact, they trailed only Geico, Progressive, and DirecTV in terms of overall ad units.
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In case you’re curious who these advertisers think their NFL fan audience is on a granular level, 52 of the 90 spots aired on CBS, 27 aired on Fox, and 11 aired on NBC. There were no sportsbook ads during ABC and ESPN’s MNF telecast of the Ravens-Raiders game.
For those who remember the halcyon days of, that must seem like child’s play compared to now.
DraftKings, FanDuel, and Caesars Entertainment are all official sportsbook partners of the NFL. However, that still leaves the door open for other sportsbooks to advertise. BetMGM led the way amongst other sportsbooks as being the only other one who bought in-game advertising, dropping around $2.7 million for nine ads, seven of which aired during Sunday afternoon on CBS.
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While there are still plenty of viewers who blush at the idea of gambling-centric ads during their NFL games, there’s no denying that this sector is only just getting started in terms of its value to the league and broadcasting partners. Since the Supreme Court struck down the Professional and Amateur Sports Protection Act in 2018,. That number is only going to grow with each year.
If anything, the concerns will be how to manage the messaging so that viewers are inundated with sports betting ads (although let’s face it, that hasn’t stopped alcohol and insurance companies). Right now,, which usually comes out to one during pre-game, one per quarter, and one at halftime. Whether or not that changes over time as the sector grows remains to be seen.
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As Crupi notes, even with those limitations, gambling was the sixth biggest ad category over the weekend during NFL programming behind insurance, cars, streaming services, quick-service restaurants, and wireless services. And while things may change and fluctuate, it’s a sector on pace to earn the league and its partners $400 million in revenue this season.? We’ll see.
We already knew thatwhen it came to sports betting ads. Now we know that success is going to carry through to everyone, at least for the foreseeable future. And in case you’re wondering why there’s so much on ESPN and , well, now you know.
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The Tampa Bay Buccaneers defeated the Dallas Cowboys 31-29 on Thursday night in the first game of the 2021 NFL season, and of course there was a close call at the end. © Jeff Hanisch-USA TODAY Sports Tampa Bay Buccaneers wide receiver Chris Godwin. The Bucs won on a 36-yard field goal with two seconds left. The kick was set up by a catch from Chris Godwin, who may have gotten away with an offensive pass interference.Here is the play: Brady to Godwin into FG range. : #DALvsTB on NBC: https://t.co/0VSAGKOx0q pic.twitter.