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He¡¯s not alone. Although many young bettors turn to sites like Audacy and the Action Network for gambling advice, they also follow people like Big Tone to see their bets and sometimes tail them. Some people, like McAfee, who has 2.5 million Twitter followers, influence on a nationwide scale, as his Super Bowl parlay escapade proved. Others have fewer followers but influence nonetheless. Then there are those who gain cachet within their friend groups for cashing their bets.
Local radio is also benefiting from sportsbooks seasonal ad spending strategy. According to Inside Radio, after a lull of several months in marketing activity, for the week of September 5 (which coincided with the start of the 2022 NFL season) three sportsbook companies ranked among the top 100 advertisers. DraftKings led, ranking ninth among all advertisers with 28,945 AM/FM spot occurrences, the most radio ads run by a sportsbook advertiser in any week. FanDuel ran 11,268 ads ranking 52nd and Caesars Sportsbook aired 6,766 messages ranking #86. BIA recently increased its radio ad spend forecast for sportsbooks from $150 million to $164 million for the year.

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