Online sports betting Prop. 27 scaling back ads
Proposition 27 — which has spent $169 million largely on omnipresent TV advertising to legalize online sports gaming in California — is vastly scaling back its television ad buys, The Chronicle has learned, a move that typically is an ominous sign for a campaign.
The Prop. 27 campaign pulled all of its TV advertising from California’s major markets this week and only has broadcast spots scheduled to run in October in Los Angeles with smaller cable buys in the Bay Area, Sacramento, San Diego and Fresno through October, according to campaign ad trackers.
But the move is not a sign that the campaign is pulling the plug, spokesperson Nathan Click told The Chronicle Tuesday.
Click said Prop. 27 — which promises to direct 85% of the money it generates through a 10% tax on gross online sports betting revenue would go toward homeless services — is changing tactics. The anti-Prop. 27 side has spent $200 million, largely on its own set of ubiquitous ads — creating confusion for many voters.
“Clearly, the saturated television market is not benefiting either side, so our campaign is putting those dollars toward additional direct communication with voters in order to pass Prop. 27 — the only sports betting measure that provides real solutions to communities and nonprofit organizations in California,” Click said.
Direct communication means more digital advertising and direct mail to voters.
Last week, a nonpartisan Public Policy Institute of California poll found that only 34% of likely voters would support it, while 54% would oppose it.
Plus, it hasn’t gained widespread support among many in an audience you’d think would be thrilled to have hundreds of millions of dollars funneled toward them: California’s homeless service providers and low-income housing builders.
“Voters are flat out rejecting the out-of-state gambling corporations and their $170 million campaign of deception. The more voters hear, the more they reject it,” said Kathy Fairbanks, spokesperson for the No on Prop. 27 side.