American Gaming Association, research conducted by Nielsen Sports
Legal Sports Betting: What it Would Mean for
NFL TV Partners & Advertisers
September 2016
American Gaming Association, research conducted by Nielsen Sports
2
The Value of Sports Betting
The American Gaming Association (AGA) commissioned a Nielsen Sports study to analyze
the relationship between NFL regular season viewing and sports betting. In particular, the
study attempted to better understand the differences between sports bettors and non
-
sports bettors in terms of their consumption of NFL regular season broadcasts. Nielsen
also analyzed the viewing behavior of respondents who said they would likely bet on sports
if it were legal to do so.
Methodology:
On behalf of the AGA, Nielsen Sports conducted a nationally representative
survey of 1,000 respondents, ages 18+, to understand betting habits of the general
population. An additional 500 pre
-
qualified NFL bettors were also surveyed to ensure
proper samples were met. Data fusion techniques were used to combine the results with
Nielsen?s National TV Panel to analyze the viewing behavior of survey respondents from
September 2015 to December 2015. The data fusion used demographical, geographical,
viewing consumption and other relevant data characteristics to pair respondents of the
survey to respondents of Nielsen?s TV Panel.
.
4
Key Findings
Betting Drives Massive Ratings for NFL Games.
?
Adults
who bet on the NFL
watched
19 more NFL games
in the 2015 season than adults
who
didn?t
bet at all
?
more than an entire season?s worth
?
and
generated
more than double the
ratings across the major broadcast and cable networks compared to average American adults.
?[/COLOR]
Sports bettors consisted
of 25% of the total
2015 NFL regular season
audience but
watched
47%
of all minutes
viewed.
Millions More Fans Would Bet on Games.
?
If
sports betting were legalized, the number of
NFL regular season viewers who bet on sports
would jump from 40 million to 57 million.
?
If sports betting were legalized, sports bettors
would consist of 36% of the total
2015 NFL regular
season
audience and consume 56% of all minutes viewed of NFL regular season games.
Sports Bettors Are Highly Valuable to Advertisers.
?
At
any time of any day of the week
?
including when games are not airing
?
sports bettors watch
more TV programming for longer periods of time than non
-
bettors.
?
Further
,
65%
of people say they are more likely to discuss the game via social media if they place
a bet on it.
Any Sports Bettor
Any U.S. adult 18 or older who has participated in sports gambling in the past 12 months. Such
gambling includes: NFL games; pools; horse/dog racing; daily fantasy sports; or season
-
long
fantasy sports.
NFL Bettor
Any U.S. adult
18 or older
who has participated in NFL gambling in the past 12 months
Non
-
Bettor
Any U.S. adult
18 or older who
has not participated in any form of sports gambling in the past
12 months.
NFL Bettors Watch 19 More NFL Games Than Non
-
Bettors
Non-
Bettor
NFL
Bettor
Number of NFL Telecasts
Watched, September 2015
-
December 2015
Adults
who
bet on the NFL watched 19
more NFL games a year than fans who
didn?t
bet
?
more than
an entire season?s
worth. NFL bettors watched about 35 games during the 2015 NFL regular season,
compared to just 16 games watched by non bettors.
NFL Bettors
Watch 11 More Minutes of Each NFL Game than
Non
-
Bettors
Minutes Watched per NFL
Telecast,
September 2015
-
December 2015
Adults who bet on NFL regular season games watched, on average, 11 more minutes of each game than
adults who didn?t bet
?
90 minutes for NFL bettors compared to 79 minutes for non
-
bettors. Over the four
-
month NFL regular season, this amounted to 209 more minutes viewed per person.
Millions More Fans Would Bet on Games
SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, September 2015
?
December 2015, Live+7 Viewing, 6
-
min qual., NFL
Regular Season Games (See Slide 3), AGA Sports
Bettors Survey Respondents matched to the NPM Panel, Persons 18
+ *
A future bettor would be anyone surveyed who was currently a non
-
bettor but is somewhat or very likely to bet in the
future, if sports gambling became legalized and convenient
Sports bettors make up 25%
--
the equivalent of more than 40 million unique viewers
?
of NFL regular
season games. If
betting
were
legalized,
the percentage of NFL regular season game audiences consisting
of sports bettors
would
grow to
36%
and 57
million unique
viewers.
SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, September 2015
?
December 2015, Live+7 Viewing, 6
-
min qual., NFL
Regular Season Games (See Slide 3), AGA Sports
Bettors Survey Respondents matched to the NPM Panel, Persons 18
+ *
A future bettor would be anyone surveyed who was currently a non
-
bettor but is somewhat or very likely to bet in the
future, if sports gambling became legalized and convenient.
Bettors Would Consume More Than Half of All NFL Minutes Watched
If sports betting were legalized,
bettors
would consist of 36% of
the total NFL audience and
consume 56% of all minutes
viewed of NFL regular season
games.
Sport Bettors Watch TV
More
Frequently
Than Non
-
Bettors
SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, September 2015
?
December 2015, Live+7 Viewing, 1
-
min qual.,
Total Programming by Daypart, AGA Sports Bettors Survey Respondents matched to the NPM Panel, Persons 18+
36%
60%
26%
26%
3%
77%
Early Fringe
Late Fringe
Prime Time
Weekday
Afternoon
Weekday
Morning
Weekend
Daytime
Compared to
n
on
-
bettors
Sports Bettors? Total TV Viewing
Frequency
vs Non
-
Bettors
At any time of any day of the week
?
including when games are not airing
?
sports bettors watch more
TV programming
than non
-
bettors.
Wanna help sign up here.
https://www.americangaming.org/sites/default/files/Nielsen_NFL_Betting.pdf
Legal Sports Betting: What it Would Mean for
NFL TV Partners & Advertisers
September 2016
American Gaming Association, research conducted by Nielsen Sports
2
The Value of Sports Betting
The American Gaming Association (AGA) commissioned a Nielsen Sports study to analyze
the relationship between NFL regular season viewing and sports betting. In particular, the
study attempted to better understand the differences between sports bettors and non
-
sports bettors in terms of their consumption of NFL regular season broadcasts. Nielsen
also analyzed the viewing behavior of respondents who said they would likely bet on sports
if it were legal to do so.
Methodology:
On behalf of the AGA, Nielsen Sports conducted a nationally representative
survey of 1,000 respondents, ages 18+, to understand betting habits of the general
population. An additional 500 pre
-
qualified NFL bettors were also surveyed to ensure
proper samples were met. Data fusion techniques were used to combine the results with
Nielsen?s National TV Panel to analyze the viewing behavior of survey respondents from
September 2015 to December 2015. The data fusion used demographical, geographical,
viewing consumption and other relevant data characteristics to pair respondents of the
survey to respondents of Nielsen?s TV Panel.
.
4
Key Findings
Betting Drives Massive Ratings for NFL Games.
?
Adults
who bet on the NFL
watched
19 more NFL games
in the 2015 season than adults
who
didn?t
bet at all
?
more than an entire season?s worth
?
and
generated
more than double the
ratings across the major broadcast and cable networks compared to average American adults.
?[/COLOR]
Sports bettors consisted
of 25% of the total
2015 NFL regular season
audience but
watched
47%
of all minutes
viewed.
Millions More Fans Would Bet on Games.
?
If
sports betting were legalized, the number of
NFL regular season viewers who bet on sports
would jump from 40 million to 57 million.
?
If sports betting were legalized, sports bettors
would consist of 36% of the total
2015 NFL regular
season
audience and consume 56% of all minutes viewed of NFL regular season games.
Sports Bettors Are Highly Valuable to Advertisers.
?
At
any time of any day of the week
?
including when games are not airing
?
sports bettors watch
more TV programming for longer periods of time than non
-
bettors.
?
Further
,
65%
of people say they are more likely to discuss the game via social media if they place
a bet on it.
Any Sports Bettor
Any U.S. adult 18 or older who has participated in sports gambling in the past 12 months. Such
gambling includes: NFL games; pools; horse/dog racing; daily fantasy sports; or season
-
long
fantasy sports.
NFL Bettor
Any U.S. adult
18 or older
who has participated in NFL gambling in the past 12 months
Non
-
Bettor
Any U.S. adult
18 or older who
has not participated in any form of sports gambling in the past
12 months.
NFL Bettors Watch 19 More NFL Games Than Non
-
Bettors
Non-
Bettor
NFL
Bettor
Number of NFL Telecasts
Watched, September 2015
-
December 2015
Adults
who
bet on the NFL watched 19
more NFL games a year than fans who
didn?t
bet
?
more than
an entire season?s
worth. NFL bettors watched about 35 games during the 2015 NFL regular season,
compared to just 16 games watched by non bettors.
NFL Bettors
Watch 11 More Minutes of Each NFL Game than
Non
-
Bettors
Minutes Watched per NFL
Telecast,
September 2015
-
December 2015
Adults who bet on NFL regular season games watched, on average, 11 more minutes of each game than
adults who didn?t bet
?
90 minutes for NFL bettors compared to 79 minutes for non
-
bettors. Over the four
-
month NFL regular season, this amounted to 209 more minutes viewed per person.
Millions More Fans Would Bet on Games
SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, September 2015
?
December 2015, Live+7 Viewing, 6
-
min qual., NFL
Regular Season Games (See Slide 3), AGA Sports
Bettors Survey Respondents matched to the NPM Panel, Persons 18
+ *
A future bettor would be anyone surveyed who was currently a non
-
bettor but is somewhat or very likely to bet in the
future, if sports gambling became legalized and convenient
Sports bettors make up 25%
--
the equivalent of more than 40 million unique viewers
?
of NFL regular
season games. If
betting
were
legalized,
the percentage of NFL regular season game audiences consisting
of sports bettors
would
grow to
36%
and 57
million unique
viewers.
SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, September 2015
?
December 2015, Live+7 Viewing, 6
-
min qual., NFL
Regular Season Games (See Slide 3), AGA Sports
Bettors Survey Respondents matched to the NPM Panel, Persons 18
+ *
A future bettor would be anyone surveyed who was currently a non
-
bettor but is somewhat or very likely to bet in the
future, if sports gambling became legalized and convenient.
Bettors Would Consume More Than Half of All NFL Minutes Watched
If sports betting were legalized,
bettors
would consist of 36% of
the total NFL audience and
consume 56% of all minutes
viewed of NFL regular season
games.
Sport Bettors Watch TV
More
Frequently
Than Non
-
Bettors
SOURCE: Nielsen National TV Toolbox, Reach & Frequency Report, September 2015
?
December 2015, Live+7 Viewing, 1
-
min qual.,
Total Programming by Daypart, AGA Sports Bettors Survey Respondents matched to the NPM Panel, Persons 18+
36%
60%
26%
26%
3%
77%
Early Fringe
Late Fringe
Prime Time
Weekday
Afternoon
Weekday
Morning
Weekend
Daytime
Compared to
n
on
-
bettors
Sports Bettors? Total TV Viewing
Frequency
vs Non
-
Bettors
At any time of any day of the week
?
including when games are not airing
?
sports bettors watch more
TV programming
than non
-
bettors.
Wanna help sign up here.
https://www.americangaming.org/sites/default/files/Nielsen_NFL_Betting.pdf
