The Super Bowl is coming! Whether you watch it for the ads or the action (or both), it’s an iconic bit of Americana. And who among us hasn’t participated in an office pool or bought a box at a neighborhood pub for the Big Game? Now that sports betting is legal in a lot of places, this adds another participatory dimension to America’s favorite spectator sport.

If you’ve watched any sports at all on television, you know how ubiquitous ads and sponsorships for sports betting franchises are. This is not surprising when we see that 65% of sports bettors say that “I like seeing ads for sports betting while watching sport events,” and that 84% say that “sports betting makes the game more fun to watch.”

Sports betting has come a long way from the back alleys and smoke-filled betting parlors. Today, sports bettors can place bets in a number of ways – online (via a sportsbook website or app), in person at a casino or sportsbook facility, in person at a sports arena or stadium, or any combination of the above. Although sportsbook websites and apps are the most recent entries to the sports betting world, 92% of sports bettors report using them, with the other options fairly close behind, illustrating that most sports bettors prefer a combination of betting options.

Sports betting is an industry certain to grow – while 14% of sports fan said they have placed a bet in the last 12 months, over one-quarter (27%) say they plan to place a bet on sports in the next 12 months.

Want to find these potential sports bettors? Talk to us about our Activate Campaign Targets (ACT), which lets clients activate on targets built from any of the MRI-Simmons Focus Studies or our national USA Study. With ACT, marketers can plan, organize, and activate campaign targets using trusted MRI-Simmons data and fulfill them to almost any DMP, DSP, SSP, or addressable media.

The Big Event this weekend will definitely pull in at least a few of these newbie wagerers, as 71% of current sports bettors say that they really only bet during big or special events. The match-up between the Kansas City Chiefs and the Philadelphia Eagles promises to be an interesting game, and the sportsbooks will undoubtably be a big presence with sponsorships and ads throughout the game.

To learn more about the people who wager on sports, you can download our free report on Sports Bettors here. To learn more about our Sports Fan Study, our other focus studies, our Activate Campaign Targets platform, or anything else MRI-Simmons, click here.

The MRI-Simmons Sports Fan Study allows marketers to analyze groupings of sports fans and fan behaviors at very granular levels across key categories, including esports and sports betting. With over 10,000 respondents annually, it is the most comprehensive study of sports fans in the United States.

Jennifer Olson
Jennifer Olson
Jennifer Olson is the Director of Marketing at MRI-Simmons. She has worked in the world of marketing and media research for over 30 years on both the supplier and vendor sides. Finding insights in data makes her happy, and she's perpetually searching for new data visualization ideas.