The percentage of betting turnover at half time for NFL games was almost double that of the Premier League (UK soccer) and NBA, according to data released by Kambi as part of its NFL 2019/20 Season Report.
Data taken between 9 May and 31 December 2019 found that 25% of NFL turnover on Kambi’s global network came from bets placed at half time, against just 10% for the Premier League and 14% for the NBA.
Interestingly, though, the big knock-on effect of this observed half time betting rush was to the turnover of second half betting. Just 24% of NFL turnover came in the second half. The Premier League, by contrast, recorded 42% of turnover for the second half, while the NBA came in even higher at 47%.
The report also showed that two in five US players place their first wager on the NFL, with American football proven to be the most popular sport to wager on for US bettors, and the fourth most popular – after soccer, tennis and basketball – across the Kambi network.
Meanwhile, the data also unearthed the value of the cross sell for US punters, as 58% of NFL handle was produced by bettors who wager on each of the six top leagues – NFL, NHL (ice hockey), NCAAF (college football), NCAAB (college basketball), MLB (US soccer) and the NBA.
Only 3% of the handle came from those betting on the NFL and none of the other five, with only 4% attributed to those betting on the NFL and just one of the others.
The Kansas City Chiefs came from 10 points behind to beat the San Francisco 49ers 31-20 in Sunday’s Super Bowl. According to total handle across Kambi’s network, the Chiefs were the fourth favourites at the start of the season to win the Championship – with the 49ers not even making the top 10.
However, the Chiefs quarterback Patrick Mahomes – last year’s MVP who led the team’s incredible fourth-quarter fightback in Miami – came out as the top player for betting handle, edging the Dallas Cowboys’ Ezekiel Elliot into second place.
Drop by the Kambi Stand (S2-110) at ICE London today to pick up a hard copy of the report.