Sacred Heart University recently released a new national poll, in partnership with GreatBlue Research. It revealed that young viewers are concerned about the proliferation of sports betting advertisements, especially during major sporting events.
Here are some key findings from the 2026 Sacred Heart University Nationwide Sports Gambling Poll, which consisted of 1,500 respondents, conducted from February 2-5, 2026.
Almost 50% of respondents stated that sports betting adds appear too frequently during sports broadcasts.
| Response | Result |
|---|---|
| Far too frequently | 20.8% |
| Somewhat too frequently | 28.0% |
| About the right amount | 31.0% |
| Not frequently enough | 3.0% |
| Don’t know/unsure | 17.2% |
When watching sports broadcasts, viewers are inundated with sports betting advertisements during stoppages in play. If one were to watch the entire game, they’d likely see the same sportsbook ad dozens of times.
This can be problematic in situations involving responsible gaming concerns. For example, if a user were to take a temporary break from a sportsbook due to problem gambling, it would be hard for them to tune into a sporting event because they’d get a constant reminder of sports betting. This could entice them to go back to the platform, which could be harmful.
March Madness is right around the corner. The popular college basketball tournament is one of the most anticipated events, especially on the sports betting calendar. Betting volume increases, so it’s an opportunity for top operators to offer promotions to entice users to participate on their platforms.
Close to 50% of respondents expressed some level of concern about sports betting ads during March Madness.
Note: This question also involved the Super Bowl, since the survey was conducted prior to the event, but since it has passed, the focus is on March Madness here.
| Response | Result |
|---|---|
| Very concerned | 19.5% |
| Somewhat concerned | 26.5% |
| Not very concerned | 31.8% |
| Not at all concerned | 12.7% |
| Don’t know/unsure | 9.5% |
Any viewer looking to avoid exposure to sports betting ads will have a hard time doing so while watching a popular tournament like March Madness.
Over 50% of respondents felt concerned about the impact of sports gambling ads on young viewers.
| Response | Result |
|---|---|
| Very concerned | 26.4% |
| Somewhat concerned | 35.6% |
| Not very concerned | 20.2% |
| Not at all concerned | 9.3% |
| Don’t know/unsure | 8.5% |
The concern here is that youth could feel like sports betting is an essential component of the sports viewing experience. Young players are more at risk of developing problem gambling than older players, since they’re still developing maturity.
For example, a study on problem gambling from the University of Maryland revealed that youth were most vulnerable.
With poll findings like this one from SHU, along with one from Ipsos last year, perhaps this can lead to momentum to at least reduce the level of sports betting ads during major events.
