At a time when betting companies are at the center of the discussion of Brazilian football, a study mapped their presence in advertising during the first three months of the year.
Carried out by Tunad, a moment marketing startup, the survey brings together analyzes on the results of advertising investments by the main brands in the betting market.
The study included six advertisers: Betnacional, Betano, Sportingbet, Esportes da Sorte, Bet7 and Betfair. The company took into account the volume of advertising insertions on TV and radio, Google searches, uplift of each campaign and its effectiveness.
The brand that advertised the most between January and March 2023 was Betnacional, with 13,317 placements, followed by Betano (9,514), Sportingbet (7,816), Esportes da Sorte (3,931), Bet7.com (2,518) and Betfair.net (1,920).
The effectiveness of the campaigns varied greatly. Measuring the increase in searches by brands, Betano had 91.75% of its insertions generating lift. Following are Esportes da Sorte (88.07%), Betfair.net (84.01%), Betnacional (71.77%), Sportingbet (61.49%) and Bet7.com (16.92%).
Overall, the most searched brand on Google during the period was Betano, which was in more than 38 million searches, with 12 million of them occurring during the placement of its advertising on TV. Next come Sportingbet with 17 million searches in the quarter, Betnacional (14 million), Betfair (4 million), Esportes da Sorte (969 thousand) and Bet7 (41 thousand).
The biggest uplift of the period was registered by Sportingbet (24.6%), followed by Betnacional (18.5%), Betfair. net (5%), Bet7.com (3.7%), Esportes da Sorte (3.3 %) and Betano (1.5%).
“Our study proves the exponential growth of the online betting market, with special emphasis on these analyzed brands,” said Ricardo Monteiro, CSO and COO of Tunad.
Source: GMB
