The American Gaming Association (AGA) estimates that Americans will legally wager $3.3bn on the men’s and women’s college basketball tournaments during the 2026 edition of NCAA March Madness.
The pointed forecast represents an increase of 54% over the past three years, reflecting rising participation as more states legalise sports wagering and consumers shift toward regulated betting platforms.
Bill Miller, President and CEO of the AGA said: “March Madness is the highlight of the college basketball season and fans are gearing up for a month of tournament action. Fans continue to engage with legal, state- and Tribal-regulated sports betting in record numbers during one of the biggest moments on the sports calendar.”
Alongside its handle predictions, the AGA has also highlighted through its research the change in the digital advertising landscape around sports betting.
According to the Association, nearly half of all digital sports betting advertisements are now being placed by prediction market platforms, reflecting the rapid emergence of companies like Kalshi.
The announcement from the AGA says that Kalshi is currently the most visible sports betting brand by digital ad impressions.
Contrasting with the increased betting activity, it also says that overall sportsbook advertising volume is actually following a trend of decline.
Since 2021, it says that sports betting TV advertising volume has declined 50% since 2021.
This would seem to reflect the increasing importance of online marketing practices, especially those employed by the prediction markets.
Miller added: “Confidence in your wager – and in the integrity of the games – starts with a fair and compliant betting market. That’s why it’s so important that everyone offering sports bets in the US comply with state and Tribal regulations, ensuring that consumers are protected.”
The AGA’s research utilized information gathered through Ad Intel, Nielsen’s ad monitoring service
