California Ad Strategy for Prop 27 Calls for Less TV, More Mail

Californians have been bombarded with television ads supporting either Proposition 27 or 26. To risk turning supporters into naysayers, BetMGM and FanDuel say Prop 27 will shift more to direct mail.

Some supporters of California’s Proposition 27 think the TV ad blitz in support and in opposition to the proposition is close to becoming an annoying negative. So FanDuel and BetMGM plan to pivot to a direct to consumer approach, easing up on the TV ads.

“The feedback we’ve had is that there has just been too much TV around Prop 27, and the counter-messaging from Prop 26 [is] just overwhelming voters,” BetMGM CEO Adam Greenblatt told Sports Handle.

The latest approach centers on direct mail ads along with digital marketing.

A recent survey by the Public Policy Institute of California showed that approximately 54 percent opposed Prop 27 and 34 percent supported the initiative.

“What I’ve learned is, in elections, you just never know,” Greenblatt said. “Polling is directional but not determinant.”

“They don’t have the same [mechanisms] to verify the rigorous Know Your Customer processes that our customers have to go through,” FanDuel CEO Amy Howe said at a recent panel. “The black market does not protect consumers. At the end of the day, this is going to fuel underage gaming.”

The California online sports betting market could produce a handle of $3 billion in annual gross gaming revenue, according to estimates from gambling research firm Eilers & Krejcik.