The sports betting advertising landscape in the United States has witnessed significant changes in recent years.

Until five years ago, sports betting ads didn't air during games. Now, with legalization in many states, they have become more common, but their frequency has varied by sport.

Nielsen research shows that alcohol ads still outnumber sports betting ads in some sports, while the opposite is true in others. The number of traditional sportsbook ads has decreased, but spending has remained relatively stable.

However, the industry faces criticism and calls for restrictions, as seen in the reintroduction of the SAFE Bet Act.

Will the US follow the example of the UK and impose bans on game-time ads? The future remains uncertain.