While some US sports betting brands were public in their intentions to scale back marketing, advertising during NFL games is still growing.
US sportsbooks spent $22.9 million on TV advertising during NFL games through the first two weeks of the season this year, according to Kevin Krim, CEO of advertising analytics company EDO. That total is up from $18.3 million in the same time period last season, though it does not account for the cost of ads.
The jump in TV spending comes after reports, including , this summer that brands are pulling back marketing efforts as they work toward profitability. But with the NFL acting as “king of TV,” Krim said the rise in advertising makes sense.
“Even if reducing overall marketing spend, it’s not surprising to see the NFL growing its share,” Krim said. ‘The national brands, basically FanDuel and DraftKings, are in a winner-take-most race. They’re thinking bigger and longer than the here and now.