Playing the Percentages:
What Sports Betting Means
for NBCU Clients
The legalization of sports betting opens a new era of consumption, facilitating a symbiotic relationship among sportsbooks, media and fans – creating A VIRTUOUS CYCLE in which all parties of the sports betting ecosystem see continuous increased activity
THE REPETiTIVE CYCLE
Legalization starts a repetitive cycle in which all parties of the sports betting ecosystem see increased activity
CONTACT TO LEARN MORE
SEEING
ADS
WATCHING
SPORTS
ENGAGING
IN SPORTS
BETTING
ON SPORTS
LEGALIZATION
SEEING sports betting ADS
WATCHING
SPORTS
ENGAGING
IN SPORTS
BETTING
ON SPORTS
LEGALIZATION
& acceptance
BACKGROUND & METHODOLOGY
SUMMARY OF FINDINGS
sports betting is a massive, and growing, category in america
FANS greatly support BETTING WITHIN SPORTS
9%
91%
61%
23%
7%
Legal & Live
Legal / Not Yet Operational
Legal / PRE-Filed Legislation
No LEGISLATION
DEAD LEGISLATION
36 states + D.C. Fully Legal as of aug 2022
Washington Oregon
Nevada
Arizona
Montana
Wyoming
Colorado
New Mexico
North Dakota
South Dakota
Iowa
Wisconsin
Illinois
Arkansas
Louisiana
Mississippi
Michigan
Indiana
Tennessee
New York
Pennsylvania
West Virginia
Virginia
North Carolina
New Hampshire
Connecticut
Rhode Island
New Jersey
Delaware
Maryland
Wash. D.C
Nebraska
Ohio
Florida
Idaho
Utah
Texas
Kentucky
Alabama
Maine
Vermont
Delaware
South Carolina
California
Kansas
Missouri
Georgia
Massachucetts
Hawaii
Alaska
Minnesota
I refuse to accept that betting should be part of sports
I will at least over time accept it as part of sports
I accept it as part of sports moving forward
I am a bit skeptical, but I’m starting to accept it as part of sports
I don’t accept betting as a part of sports yet, but I will over time
R3 | NBCU Sports Betting Fundamentals 2021. Base: Total (n=1142) Q3. How does the legalization of betting on sports impact your feeling about the activity as a whole?
Q1. Which of these statements best represents how you feel about sports betting? Q2. So, tell me, how much do you agree or disagree with the following statements?
SEEING
ADS
WATCHING
SPORTS
ENGAGING
IN SPORTS
BETTING
ON SPORTS
LEGALIZATION
& acceptance
$4.33 Billion in revenue
Hover over each to view
The regulated commercial U.S. sports betting market generated total revenue of $4.33 billion in 2021—a 180% year over year increase—with 11 new legal market launches last year.
record betting as more states legalize
$26.3 Billion
more revenue
more bets
support the legalization of sports betting
91%
61%
"I will over time accept betting as part of sports"
oppose the legalization of sports betting
7%
versus
$26.3 billion was legally wagered on sports betting in Q1 2022 (US market), more than double the amount wagered during the same time period last year (Q1 2021).
R3 | NBCU Sports Betting Fundamentals 2021. Base: Total (N=1142).
Q2. So, tell me how much do you agree or disagree with the following statements?
S12b. Which of these sporting events do you plan on betting on in the future through an online or in-person sportsbook?
Q4. And, if online/mobile sports betting was legal in your state, how would the legalization of betting impact your participation in betting on sports?
Legalization
DRIVES BETTING
64%
71%
of fans intend on betting via sportsbooks in the future
of current bettors will bet more because it’s legal
SEEING
ADS
WATCHING
SPORTS
ENGAGING
IN SPORTS
BETTING
ON SPORTS
LEGALIZATION
engaging iN SPORTS
of fans agree that legalization will make them more likely to sign up for a sportsbook
more than half
62%
61%
60%
59%
58%
more engaged
more excited about watching
games matter more
fans will increase engagement with sports
Impact of Betting on Fans (% agree)
Betting on Sports Increases Fans’ Engagement With the Game
3 IN 4
R3 | NBCU Sports Betting Fundamentals 2021. Base: Total (n=1142) Q5. How much do you agree or disagree with the following statements?
Regardless of the Matchup, Fans Who Used Sunday Night 7 to Bet on SNF, Watched More SNF
Average Lift in Minutes Watched of SNF Among SN7 Users vs Non-Users
On average, households that submitted SN7 entries turned in for +21 minutes more per game than those that did not participate in SN7
Households that participated in SN7 on average saw an +88% viewership lift compared to HH’s that viewed SNF but did not make any SN7 picks
’20/’21 Season SNF Viewers that did not make picks
SNF Viewers that did make picks
+18
+17
+13
+24
+19
+21
+7
+24
+25
+9
+25
+26
+16
+16
+31
+23
+26
+9
+26
+25
+36
+22
+22
DAL / TB
CHI / LAR
KC / BAL
GB / SF
TB / NE
BUF /KC
SEA / PIT
IND /SF
DAL / MIN
TEN / LAR
KC / OAK
PIT / LAC
BUF / NO
CLE / BAL
DEN / KC
CHI / GB
NO / TB
WSH / DAL
MIN / GB
LAC / OAK
OAK / CIN
PIT / KC
LAR / TB
DIVISIONAL
WILDCARD
THANKSGIVING
KICKOFF
SEEING
ADS
WATCHING
SPORTS
ENGAGING
IN SPORTS
BETTING
ON SPORTS
LEGALIZATION
$26.34 Billion BET
read more analysis of sports
something else to root for
stickier fandom extends to greater consumption
sports fans would be more likely to watch sports content if they placed a bet
11%
R3 | NBCU Sports Betting Fundamentals 2021. Base: Total (N=1142).
Q8a/b. And how would placing bets on sporting events/games covered in these sports programs impact your likelihood to watch?
(Q8a/b)(S7a/b). INCREMENTAL Percent of respondents select TB at Q8a/b and Did not Watch P12M (S7a/b).
Betting Will Continue to Be a Direct Driver for Sports Viewership
Current
Viewership
Projected
Incremental Reach
sports fans who didn’t watch a specific sports league/event in the last year strongly agree...
Graph portrays projected incremental reach inclusive only of states with current access to sports betting
SUNDAY NIGHT FOOTBALL
120M
115M
27M
23M
NASCAR SERIES
24M
19M
TRIPLE CROWN HORSE RACING
37M
31M
MEN'S GOLF MAJORS
26M
PREMIER LEAGUE MATCHES
11M
8.8M
INDYCAR RACES
11M
8M
TOUR DE FRANCE
9.3M
5.6M
LPGA TOUR EVENTS
69K
65K
FOOTBALL NIGHT IN AMERICA
10K
8.1K
PREMIER LEAGUE IN AMERICA
16K
11K
LIVE FROM ...
4.4K
2.9K
GOLF TODAY
4.0K
2.7K
GOLF CENTRAL
33M
SEEING
ADS
WATCHING
SPORTS
ENGAGING
IN SPORTS
BETTING
ON SPORTS
LEGALIZATION
SEEING ADS
inclusive only of states with current access to sports betting = 38% of current viewers
8 IN 10
On average
would watch in the future if they place a bet
Average is across 23 properties including NBCSG & competitive
say they would watch that sport in the future if they place a bet
of sports fans indicate sports betting ads fit well with sports content
78%
of sports fans indicate that seeing advertisements for sports betting would make them more likely to place bets
65%
Exposure To Betting Brands within sports furthers the cycle
Sports Betting Advertising Fits Seamlessly Within Sports
Advertising Should Directly Increase Participation, Creating a Virtuous Cycle
R3 | NBCU Sports Betting Fundamentals 2021. Base: Total (N=1142).
Q17a/Q17b. How well do advertisements from online/mobile sportsbooks fit with each of the following sporting events/sports programs?
Q18a/Q18b. Now, if you saw advertisements for sports betting during each of these sporting events/sports programs, how would it impact your likelihood to participate in sports betting?
SEEING sports betting ADS
WATCHING
SPORTS
ENGAGING
IN SPORTS
BETTING
ON SPORTS
LEGALIZATION
BETTING ON SPORTS
