-
David Purdum
Here is a question for the Chuck GPT, the AI that Bickers with Charles Barkley in a fandual announcement that Hoops fans have seen countless times this season: are there more beer or Paris advertisements during NBA programs?
The answer is beer or, more broadly, adult drinks. However, it is close and varies according to sport, according to research by Nielsen AD INTEL, commanded and published this week by the American Gaming Association.
Alcohol and game were popular with sports fans forever, but until recently, only one of these American vices was allowed to advertise during the matches. “Gett Great! Less garnish!” The Miller Lite debate on Bud Bowl, beer and football have been linked to advertisements for decades. Alcohol announcements began to infiltrate NFL shows in the 2010s.
Sports betting advertisements, however, have not started to be broadcast during matches until only five years ago. But, with 38 states (plus the District of Columbia) having now launched the legal markets of sports betting, the game quickly caught up alcohol in terms of advertising.
According to Nielsen research, there were more announcements for alcohol than for sports betting during the programming of the NBA, WNBA and MLB in 2024. Paris advertisements were more frequent than alcohol during the programming of NFL, NHL, PGA, NASCAR and MLS. NHL games had the highest percentage of announcements related to the game of the main sports leagues at 4.2%.
Sportsbooks represented 0.8% of the total national spending in television advertisements in 2024, while alcohol advertising represented 1.4%. The game and the alcohol have combined for less than 5% of total advertising during sporting content. (Publisher’s note: ESPN Bet, one of the advertisers of the survey, is the official partner of ESPN Paris).
Overall, the number of television ads for traditional sports books, not to mention fantastic sports operators, has dropped by 17% from one year to the next in 2024 and has been down 44% since their peak in 2021. However, sportsbooks expenses in advertising have remained relatively stable, about $ 666 million in 2024, with an increase in costs for advertising playing a role in decrease in decrease of the drop in advertisements.
ISPOT.TV, a company that measures the impact of the brand and streaming television and advertising companies, found 499 broadcasting for sports betting brands during the regular NFL season – a 3.3% drop from one year to the next.
Because sports betting brands are much less established than that of other industries, changes in their advertising and expenses are to be expected. Like Tyler Bobin, senior brand analyst for Ispot, said it to ESPN, “with time and experience, brands and industries become more mature as television advertisers, and this will happen for sports betting, especially since state legality continues to evolve.”
Nielsen has also compared the frequency of Paris advertisements to those of pharmaceuticals and telecommunications. Last year, there were 38 pharmaceutical advertisements on television for each announcement of Sportsbook and four times more advertisements for wireless / telecommunications companies than sportsbook advertisements.
During the inclusion of fantastic sports and other forms of play on all multimedia channels (television, print, digital, outside and in the cinema), the study revealed that the advertising volume of the game decreased by 1%, while expenses increased by 15% to reach around $ 2 billion. Traditional sports betting represented 61% of overall expenses.
The reduction in the volume of advertisements occurs while sports books are faced with the criticism of federal and state politicians and increased competition from fantastic sports companies, prints in the competition and prediction markets that imitate bets but operate outside the regulations of state games. Affordability and equity support for each bet (Safe bet) The law was reintroduced in March, before the NCAA tournament. The federal bill prohibits sports marketing for live sporting events, among other initiatives.
During a congress hearing in December, Senator Richard Blumenthal (D-Conn.), One of the sponsors of the Act respecting safe bets, said that uniform guidelines are necessary to approach what he described as a “sports betting boom which is one of the most serious public health problems”.
“The Act of Safe bets would also provide more public health benefits to try to relieve people who are now dependent, and these minimum standards would be established by the Ministry of Justice,” said Blumenthal. “States would always have responsibilities, but they should meet these minimum standards that would eliminate the types of promotions, announcements, heights and deceived techniques that are at the moment.”
The American Gaming Association, a commercial group based in Washington, DC, which represents the casino industry, says that the sportsbook industry, in partnership with professional sports leagues and broadcasters, publishes in a responsible manner and that the results of the allegations of research reflection of Nielsen Research that the game programs are flooded with advertisements.
“A low percentage to a figure of ads during professional sports emissions from regulated operators established straight against lazy accounts and shows further to what extent these advertisements are critical for the status of platforms and continue to reduce the size of illegal predators,” said Joe Maloney, Vice-President of the American Gaming Communications A declaration.
However, only six years ago, there was no Paris advertising on television. Now celebrities such as Kevin Hart and Tom Brady are launching paras on their sports book approved several times per game. Whether it is the frequency or content of advertisements, the sudden change has raised some and has aroused calls for advertising restrictions on industry.
More mature Paris markets have already taken these measures. The United Kingdom, for example, has a “whistling skin whistling” ban from broadcasting Paris advertisements during the matches. Are the United States the next one? Even the Chuck GPT has no idea.