Americans wagered $167 billion legally in 2025, producing $16.96B in operator revenue. Online betting is live in 31 states plus DC — roughly 200 million people.
$26 billion in wagers in 2025 — the largest single market in America. Illinois and New Jersey add $27.7B combined as the #2 and #3 markets.
NFL games made up more than 80 of the 100 most-watched US broadcasts in 2025. Super Bowl LX peaked at 137.8 million viewers — the largest audience in US television history. Your customers are already inside live TV.
FanDuel and DraftKings are the two biggest TV advertisers in US gaming and its two market leaders. Below the top five, almost nobody is on TV at all — while every operator fights the same saturated social auctions.
This is a midterm election year. Political money floods swing-state linear in Q3–Q4 — and Pennsylvania, Michigan, Arizona and Nevada are betting states too. Linear inventory there will spike. CTV is far less exposed. We plan flights around it.
| Market | Handle | Note |
|---|---|---|
| New York | $26B | ~16% of the national total |
| Illinois | $15.5B | #2 market |
| New Jersey | $12.2B | #3 market; iGaming pioneer |
| All others | ~$113B | 28 states plus DC |
NFL season, March Madness, and the promotional window around every new state launch. Timing is the strategy.
46% of US adults rank TV the most trustworthy ad channel; 19% say the same of social. In a deposit-led category, that gap is the conversion rate.
| Route | Timing | Read |
|---|---|---|
| The Upfront | 12–18 months ahead | Billion-dollar commitments. Wrong door for a market entrant. |
| Scatter | 2–13 weeks ahead | Your linear entry. Flexible, market-priced, includes local DMA buys |
| Programmatic CTV | Days | Your fastest entry. Geo-fencing built in. Minimums $25K–$50K |
| Managed service | Weeks | Direct with Hulu, Peacock, Amazon, YouTube. $100K+ minimums |
The operational surprise nobody warns you about: most US networks require a US-registered entity, US credit, or a US-based Agency of Record to transact at all. We are that AOR. One signature and you’re transactable in America.
| Format | Typical CPM | Read |
|---|---|---|
| Live sport (NFL / NBA) | $18–$40+ | Most expensive inventory in US TV — and the best betting adjacency |
| Broadcast primetime | $13–$30+ | Mass reach, trust halo |
| Premium CTV | $13–$30 | Geo-fenced, measured, brand-safe |
| Programmatic CTV | $8–$23 | The workhorse of a compliant launch |
| National cable | $4–$18 | Efficient frequency layer |
| AVOD (Tubi, Pluto, Roku) | $6–$15 | Cheap incremental households |
| Local broadcast / cable | $3–$10 | Licensed-state DMAs at regional cost |
Licence map confirmed. Target states, audiences and budget set. State-by-state plan across linear DMAs and CTV. Creative brief agreed.
Script to finished spot. We produce your broadcast-ready creative, included. Compliance and responsible-gaming elements built in at production, not patched in after a rejection.
Network clearances secured. CTV campaigns built with state geo-fencing. Linear placements booked.
Live on CTV, linear flights begin. Measurement baseline set from day one: geo-level incrementality design, promo tracking, MMM inputs.
Matched-market designs across DMAs and states. The gold standard for proving TV causes growth, not just correlates with it.
Every impression logged by household geography, feeding cost-per-install and cost-per-first-time-depositor by state, daypart and creative.
Minute-by-minute response in downloads, site traffic and brand search after every linear spot airs.
TV’s contribution read alongside every other channel, so budget follows evidence, not attribution bias.
Weekly reporting: cost per install and cost per first-time depositor, by state, by daypart, by creative. If TV isn’t paying back, we’ll be the ones to show you.
Every vertical mapped. Footprints sized, buying routes explained, costs benchmarked, compliance and measurement laid out.
Tell us what you’re trying to do in the US. We’ll come back within one business day.
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Every vertical mapped, media footprints sized, buying mechanisms explained, costs benchmarked, and the compliance and measurement frameworks laid out end to end.
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