SHU Poll Reveals Youth Overexposure to Gambling Ads

While sports betting grows more acceptable, Americans say gambling promotions have become impossible for young viewers to avoid

Key Highlights

• A new national poll from Sacred Heart University and GreatBlue Research finds that a majority of Americans are increasingly concerned about the impact of sports betting advertisements, particularly on young viewers
• 62% of respondents say they are worried that gambling ads are affecting youth, and nearly half express concern about the volume of betting promotions during major sporting events such as the Super Bowl and March Madness
• The poll also shows that younger adults are both the most exposed to and most influenced by sports betting advertisements

As the country prepares for March Madness, a new national poll from Sacred Heart University in partnership with GreatBlue Research reveals a growing concern: young viewers can no longer enjoy major sporting events without being inundated with sports betting advertising.

According to the 2026 Sacred Heart University Nationwide Sports Gambling Poll, nearly 2/3 (62%) of Americans say they are concerned that sports gambling ads are impacting young viewers, and about half (46%) express concern about the volume of gambling ads during major events like the Super Bowl and the NCAA men’s and women’s basketball tournaments.

This “impossible to avoid” environment has become central to how young audiences experience March Madness, one of America’s most widely shared sporting moments among families, teens and college students.

“March Madness has traditionally been a shared cultural moment for families, students and casual fans,” said Andrew Miller, director of Sacred Heart’s sports communication & media graduate program. “Our data makes clear that for young viewers today, that moment is surrounded by nonstop sports betting ads, and many Americans feel the exposure has simply gone too far.”

“This increase in advertising coupled with recent high profile sports gambling scandals has led to growing concerns about integrity of games as well,” said Miller. “Over 66% of Americans are now concerned about potential corruption in sports due to gambling. This number is a significant increase from what we polled last year, and it may end up pushing leagues and legislatures to make changes.”

Advertising Saturation Meets Growing Acceptance

Even during a wave of scandals, the poll finds that sports gambling continues to demonstrate mainstream acceptance:

• 74.6% of Americans believe sports gambling is becoming more socially acceptable
• 54.1% support making sports gambling legal nationwide

Yet acceptance does not translate to comfort with advertising levels. Nearly half of Americans (48.8%) say sports betting ads appear “far too” or “somewhat too” frequently during sports broadcasts, and public support for tighter rules is clear:

• 58% support restricting sports betting advertising during live sporting events
• 68.9% favor at least some restrictions on prop betting, with support for stricter limits increasing among older Americans

Importantly, younger viewers, the demographic most targeted by digital advertising, are also the ones saying the ads are in their face the most. A majority of 18–34-year-olds (52.7%) say the volume of ads is excessive, underscoring the generational tension at the center of this year’s tournament coverage.

Why the Exposure Matters: Gambling Is Changing How Younger People Watch Sports

The poll shows that the saturation of betting promotions intersects with how, and why, young viewers watch sports in the first place.

Among Sports Bettors:

Winning money (68.4%) and entertainment (62.7%) are the top motivations.

• 70.4% say they have watched a game solely because of a wager
• 66.1% say betting makes them more emotionally invested in individual plays or players

For younger fans, March Madness is no longer just about school pride, brackets or buzzer‑beaters, gambling ads are now layered into the viewing experience itself, shaping expectations and behaviors.

“The poll findings are troubling on multiple fronts,” said Josh Shuart, program director and professor for SHU’s sport management program. “Greater acceptance of sports gambling was predictable as betting becomes more visible and more widely legalized across the United States. But legality does not eliminate risk. Respondents identified serious concerns about impacts on relationships, mental health and addiction—and most notably, the growing presence of targeted advertising. When young audiences are consistently exposed to personalized betting messages, the potential for harm becomes significantly more pronounced.”

Elevated Concerns in College Sports

The concern appears particularly pronounced when college athletics are involved:

• 56.9% believe sports gambling affects the integrity of college basketball
• 63.2% are concerned that college athletes may face pressure due to gambling activity
• 51.2% believe college students are at higher risk for problematic gambling behavior than the general population

Generational Divide on Influence

Younger adults (18–34) are far more likely to say gambling advertising influences their likelihood to place a bet (47.5% report “a great deal” or “some” influence). Younger viewers are also more likely to feel overwhelmed by the frequency of betting ads. Older Americans, meanwhile, express greater concern about youth exposure and about the long‑term impact on competitive integrity.

This divide shows that younger viewers are both the most targeted by, and the most reactive to, sports betting advertising.

View the full poll results

About the Poll

The Sacred Heart University and GreatBlue Research 2026 Nationwide Sports Gambling Poll was conducted February 2–5, 2026, among 1,500 U.S. adults. The survey carries a margin of error of +/- 2.43% at a 95% confidence level. The final sample was weighted according to age, gender and U.S. Census region.