EDO, a company specializing in TV outcomes measurement, has published its 2024 year-in-review, highlighting the most effective ads across various industries. The review focuses on consumer engagement, ranking ads based on their ability to drive interaction. In the sports betting sector, DraftKings and FanDuel emerged as the key players. DraftKings dominated, securing both top positions, with its “Bet $5, Get $200” NFL campaign leading the charge.
The ad featured actor Kevin Hart and NBA legend LeBron James, discussing an NFL betting offer, with Hart humorously poking fun at James’ age. According to EDO, this campaign was 267% more effective than the average sports betting ad, making it the standout of the year. DraftKings’ other ad, “Diaper Loser – Fantasy Games,” also ranked highly, coming in second with a 249% effectiveness score.
FanDuel’s Strong Performance
FanDuel secured the next two spots in the rankings with ads featuring popular figures like Dolph Lundgren. The ad, which featured Lundgren, was 222% more effective than the industry average. Another FanDuel ad, “MLB – Take Me Out,” ranked fourth with a 207% effectiveness rate.
The fifth position was again claimed by DraftKings, with its ad “The Kevin Hart of Sportsbooks” reaching 194% effectiveness.
EDO’s Senior VP and Head of Client Solutions, Laura Grover, noted that 2024 saw a significant shift toward using celebrities, athletes, and influencers in campaigns. She commented, “This year, top-performing brands increasingly harnessed the star power of celebrities, athletes, and influencers to spark consumer interest.”
These findings reflect a broader trend in advertising where brands are increasingly leveraging high-profile individuals to enhance engagement and capture consumer attention.
For sports betting companies like DraftKings and FanDuel, tapping into the appeal of celebrities such as Hart, James, and Lundgren appears to have paid off, creating a significant boost in consumer interaction and engagement.
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