The casino hotel and resort business is on a hot streak and the industry’s top advertisers are doubling down and placing their bets on radio to attract visitors.
That’s the winning conclusion of a new Media Monitors analysis released Wednesday.
Radio was the “clear winner” for the top 10 casino advertisers during the first half of 2022, with a total of 144,229 spots aired between January 1, 2022, and May 31, 2022, the iHeartMedia-owned ad tracking service finds.
That’s more than twice as many instances they ran on broadcast television (69,843) and nearly three times the number of spots they aired on local cable (49,329), Media Monitors data show.
“Casinos are rebounding and maybe in a big way,” Media Monitors President/CEO Philippe Generali said. “Like other service industries, the last couple of years have been tough for the gambling and resort industries. But demand is increasing, and more people are booking trips and looking to play and enjoy the dining and shows. Casino advertisers find they’re able to reach their prime audience on radio, making it a great play for them. At the same time, this thriving industry is a good bet for media executives and program managers looking to expand sales opportunities.”
The Seminole Hard Rock Hotel and Casino topped the radio rankings, airing 22,644 instances over the period. Morongo Casino Resort and Spa was a close second with 21,542 spots, followed by the Yaamava’ Resort and Casino at San Manuel, which aired 18,809 spots. The latter two facilities are based in Southern California, and radio advertisements for each can be heard regularly on stations including KOLA/Riverside-San Bernardino.
On broadcast television, the Florida-based Seminole Hard Rock Hotel and Casino again upped the ante, airing 13,586 spots, 65 percent more than number two Morongo Casino Resort and Spa, which ran 8,218 instances. Southern California-based Pechanga Resort Casino ranked third, with 7,806 spots.
On local cable, the Morongo Casino Resort and Spa topped the rankings with 7,493 spots, followed by Pechanga Resort Casino (7,079) at number two and the Seminole Hard Rock Hotel and Casino (6,103) at number three.