• US sportsbooks are beginning to shift their advertising spend away from the NFL, despite it remaining the dominant channel, as new data reveals sharply diminishing returns on ad impressions.
• While the NFL still commands over 80% of TV advertising budgets, operator spend on the league fell 8% in the 2024-25 season, resulting in a disproportionate 15% drop in ad impressions.
• The NBA and MLB are emerging as more cost-efficient alternatives, with NBA ad placements being approximately nine times more affordable than the average NFL spot.
• This strategic shift in sports betting advertising comes as a new Pew Research Center survey shows a significant increase in public negativity towards legalised sports betting in the US.
• 43% of US adults now believe legal sports betting is “bad for society,” up from 34% in 2022, creating a challenging backdrop for the industry’s marketing efforts.

A Shift in the Advertising Playbook

New data on sports betting advertising in the United States has revealed a crucial shift in operator strategy. While the National Football League (NFL) remains the undisputed king of ad spend, sportsbooks are facing diminishing returns on their investment and are increasingly pivoting towards the more cost-efficient platforms offered by the National Basketball Association (NBA) and Major League Baseball (MLB).

According to figures from ad performance tracking firm iSpot, the long-standing “football-first” marketing strategy is being challenged by hard data that shows operators are now paying more to reach fewer fans during NFL broadcasts.

The Numbers: Diminishing Returns on NFL Ad Spend

The data from the 2024-25 season paints a clear picture of the changing dynamics of sportsbook marketing.

• NFL: While still commanding over 80% of sportsbook TV ad budgets, total spend fell by 8% to $119.4 million. However, this resulted in a much steeper 15% decline in total ad impressions. The average 30-second ad spot during an NFL game now costs a staggering $240,000.
• NBA: In contrast, sportsbook ad placements during NBA games rose by 23%, with total spend hitting $25.9 million. At an average cost of just $28,000, NBA ads are nine times more affordable, offering significantly better cost efficiency.
• MLB: The trend is even more pronounced in baseball. MLB ad spend surged by 72% to $1.25 million. With an average spot costing only $3,500, it is by far the most cost-efficient of the three major leagues on a cost-per-impression basis.

A Challenging Backdrop: Integrity Crisis and Public Opinion

This strategic shift in sports betting advertising is not happening in a vacuum. The industry is grappling with a rising tide of negative public sentiment, fuelled by a string of high-profile sports integrity scandals involving players betting on games.

A new survey from the Pew Research Center has quantified this growing unease. The study found that 43% of American adults now believe that the legalisation of sports betting is a “bad thing for society,” a sharp increase from 34% in 2022. Similarly, 40% now believe it is a “bad thing for sports,” up from 33% three years ago.

For operators in the US market, the landscape is becoming increasingly complex. The cost of reaching customers via the premier NFL ad spend channel is becoming less efficient, forcing a strategic pivot. At the same time, the industry’s entire social licence is coming under greater scrutiny. The challenge is no longer just about who can spend the most; it’s about finding smarter, more sustainable ways to grow in an ever more critical environment.