Betting ads in Brazil: R$ 2.3 billion with streaming investment
Brazilian television is experiencing a golden era of sponsorships thanks to the aggressive expansion strategy of betting companies and streaming services. According to a market intelligence study by the agency Tunad, both sectors injected a total of R$ 2.3 billion (approx. USD 430 million) in advertising and sponsorships, leading a national market that reached R$ 24.5 billion in total investments.
The Top 5 Advertisers: Betting Gains Ground
The ranking of the largest investors shows a mix of traditional telecommunications and emerging gaming giants. While Sky led the overall table with an investment of R$ 795 million, companies linked to gambling and betting occupied strategic podium positions:
- Sky (Streaming/Pay TV): R$ 795 million (USD 150 million).
- Viva Sorte (Lotteries): R$ 368 million (USD 69.4 million).
- Claro (Telecom): R$ 345 million (USD 65.1 million).
- BetMGM (iGaming): R$ 275 million (USD 51.9 million).
- Betnacional (iGaming): R$ 210 million (USD 39.6 million).
The case of BetMGM stands out, established as the betting company with the highest advertising volume in Brazil. Its positioning is no coincidence, given that it has the Grupo Globo as a minority partner, which has allowed it massive presence in all commercial breaks across the country. Meanwhile, Betnacional reaffirms its relevance by betting on high-impact media figures such as Vinícius Jr. and the iconic commentator Galvão Bueno.
Frequency vs. Investment: The Leaders on Screen
Although the bets dominate in economic investment volume, the frequency of appearances (insertions) shows other players. The travel search engine Trivago was the brand with the greatest physical presence on screen with 168,000 insertions, followed by Emma Colchões (125,000). However, the digital ecosystem remained strong in the Top 5 exposure with brands such as Disney+, Globoplay, and Claro.
Seasonality: The Black Friday Effect
The Tunad study also highlights the cyclical behavior of the market. November positioned itself as the month of greatest activity, driven by Black Friday, reaching a peak investment of R$ 2.51 billion. In contrast, June was the most conservative month for advertisers, with a volume of R$ 1.7 billion.
Tags: Brasil, Brazil betting advertising, Tunad Brasil report, Brazil betting streaming