Key points:
- Three DraftKings ads feature in top five of online sports betting commercials
- FanDuel also features with two ads
EDO, a TV outcomes company, which measures predictive behaviors driven by convergent TV advertising, has released its 2024 year in review.
This review of the year looks into the most effective ads across 17 different industries, such as alcohol, insurance, travel, etc, based on the likelihood for those ads to generate consumer engagement, and ranking the top five.
Related to gambling, one of the industries analyzed by EDO was online sports betting.
Making up the top five for the sector were only two companies, namely DraftKings and FanDuel, with the former taking up both positions at the top.
Leading the way for online sports betting ads was DraftKings’ NFL offer of bet $5, get $200, which featured comedian and actor Kevin Hart and Los Angeles Lakers star LeBron James, with the pair talking about an NFL offer James has received and includes Hart making fun of the basketball player’s age.
Good to know: LeBron James became a talent ambassador around football in January of this year
EDO ranks the effectiveness of ads based on a percentage of much more effective a campaign is at driving consumer engagement compared to that particular industry’s average ad performance.
In this regard, DraftKings’ effort with Hart and James was said to be 267% more effective than the sports betting average, while its Diaper Loser – Fantasy Games ad was the next highest at 249% more effective.
FanDuel made up the next two spots with its ad featuring Dolph Lundgren at 222% and its MLB – Take Me Out ad at 207%, while the fifth position was taken by DraftKings and Hart again with The Kevin Hart of Sportsbooks at 194%.
EDO SVP, Head of Client Solutions Laura Grover said: “This year, top-performing brands increasingly harnessed the star power of celebrities, athletes, and influencers to spark consumer interest.”
In similar 2024 insights, sports betting bet-tracking app Pikkit has released trends and general insights into sports betting on its platform across the past year.
