Crisis management strategists said the companies are handling the situation appropriately and should be able to weather the storm for now, barring any legal repercussions. Corporate crisis firm Group Gordon CEO Michael Gordon said that when it comes to its advertising and sponsorships, it's smart for DraftKings and FanDuel to continue business as usual until they are found at fault.
"The issue here is that perhaps the scandal has not reached DefCon 1 level yet, or DefCon 2," he said. "All the (media) sites still need them to pay their bills."
Gordon said that at some point the daily fantasy companies will have to address the issues surrounding them and show a level of "contrition." However, until they are found at fault, the industry should continue their positive messaging.
"That is a better PR message now and a better advertising message later," he said. "The issue is that not all the facts have come to light."
Both companies are pushing forward with their aggressive advertising agendas, said media agency Noble People broadcast director Aaron Perlstein.
"Unless there is a huge backlash, this is just a blip on the radar," he said. "TV networks at the moment have zero interest in getting in the way."
This NFL season, the daily fantasy firms were among the top advertisers across all media. However at the height of the scandal, many people noticed one of their top partners, ESPN, scaling down their affiliation with DraftKings.
DraftKings said ESPN pulled sponsored segments for its shows because the company was in the news cycle, including integrations into its newscast and "sponsored by" digital billboards. The daily fantasy company, however, led the charge to decrease its other advertising with ESPN for about eight hours. A few days later, its advertising buys returned to normal.
ESPN declined to comment.