22 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2024 Is Lottery still top-of-mind among Americans? An American car buyer’s path to purchase a new vehicle combines advertising, demographics, and brand market share, which all impact buying behavior. Insight and understanding into the factors that drive consumer decisions helps auto brands and their agencies develop more informed strategies that improve marketing effectiveness. However, one factor is hands down the most important in the purchase process. 90% of all automobile purchase intent is due to unaided, or unprompted brand recall, awareness of a brand. This was a staggering finding from an AC Nielsen study in 2018*. Why is awareness so important for a brand? During a Q1 2024 research project, one of the first questions Lotto Research asked was ‘When you think of gambling, gaming and lottery sectors, which brand or brands do you immediately think of?’ This open-ended, unaided question has been asked since the dawn of time, by brands all over the world, to see if their particular brand is at the forefront of the consumer’s mind because this metric provides an excellent yard stick of awareness. However, this one was answered by 30,000 Americans. Usually, when we’re talking about top-of-mind awareness, we’re thinking about unprompted brand recall – that’s where the brand can be named without needing any help. First mention, the peak of consumers’ unaided awareness So, let’s start with the good news. Powerball is the #1 brand for being ‘first mention, top of mind’ among 9% of the population, significantly higher than DraftKings (7%), FanDuel (5%) and MGM Grand (5%), with Mega Millions at 3%. This ‘first mention’ is the first brand that ‘comes to mind’. However, there are some notable differences by demographics. For males, DraftKings is #1 over Powerball. For higher income households ($100k+), Powerball edges out DraftKings with MGM Grand seeing a significant boost to 8% and into third place. When we examine the ‘combined’ scores (top-of-mind) of the various industries, the picture becomes a little murkier. Casinos have the highest ‘first mention’ at 19%, driven by males (21%), with Lottery Games second (18%), driven by females (20%). Sports Betting and State Lottery mentions are tied for 3rd at just under 15%. Unsurprisingly, Sports Betting has twice the ‘top-ofmind’ level among men compared to women. Lottery Games are particularly top of mind among Asian Americans, at a demographic high of 24%. All top-of-mind, all the time The beauty of the unaided question also allows the respondents to answer multiple times, to give us a ‘net’ % of IS LOTTERY’S BATTLE TO REMAIN TOP-OF-MIND AMONG AMERICANS ONLY JUST BEGINNING? Simon Jaworski, Founder & CEO, Lotto Research Continued on page 39
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