Radio is an easy bet to attract lottery ticket buyers. | Story


After a slight decline in total U.S. lottery revenue in 2020, 2021 was a banner year, according to the North American Association of State & Provincial Lotteries. Sales increased by 18.5% or $15.3 billion to a total of $98.1 billion. Almost every state with a lottery saw double-digit increases.

Many Americans who buy lottery tickets spend more time listening to the radio than the general population and all popular stereotypes are proven wrong by analysis of proprietary data from The Media Audit’s 2021 49-Market Aggregate Report.

First, the report states that the average age of any adult who purchased a lottery ticket in the past four weeks was 50.6, their average household income was $70,737, and 40.4% had a single and/or higher university degree. Additionally, the highest percentage (39.4%) are white-collar workers, but blue-collar workers overindexed the most at 152.

A different picture emerges when delving deeper into The Media Audit data, particularly when investigating which media adults spend most of their daily time with. They over-index for heavy exposure to radio (more than 180 minutes during an average day) at 125, with direct mail (read more than 75% per week) and newspapers (more than 60 minutes during on an average day) slightly more at 127 each.

Dissecting radio listening by these adults shows that the strongest affinity is between young adults and adults who identify as LGBT+. Unsurprisingly, baby boomers and members of the silent generation who bought lottery tickets in the past four weeks are over-indexing the most for heavy TV exposure, but radio is where it’s at. engage with young adults.

The Media Audit 2021 aggregate report also reveals that those who are employed full-time or part-time and who have purchased a lottery ticket in the past four weeks are over-indexed for high radio exposure. Those who over-index for high TV exposure are either retired or unemployed and looking for work.

Young adults (Gen Zers and Millennials) who buy lottery tickets and over-index for heavy radio exposure are also attracted to many entertainment options. Media audit data shows they are over-indexing for going to a movie theater in the past four weeks and a country music concert and a major theme park in the past 12 months. These are the most mobile generations and many advertisers trying to engage with them will find radio to be the most effective and efficient advertising medium.


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