iSportistics uses artificial intelligence (AI) to generate verified branded content and merchandising for TV programming and digital video - live and VOD. Through this proprietary technology, the company automatically captures advertising insertions during matches, reporting the results of appearances to the sponsor during transmissions.
In the study on bookmakers working with advertising in the Brasileirão, the ISportistics report detected who leads brand exposure in the most important football championship in Brazil.
Twelve matches of the 2023 Brazilian Championship were analyzed in order to identify, measure and analyze the exposure of bookmakers' brands during the tournament on advertising boards and 3D mats.
The evolution in the wave of investments in commercial properties in the market is becoming more and more notorious and with the technology of iSportistics, it was possible to measure the appearances of all brands right after the matches.
Taking data and information, iSportistics created a demonstrative report of brand appearances, helping the market to make investments even more assertive and optimized.
The sampling included:
Allianz Parque
Palmeiras x Coritiba
Palmeiras x Flamengo
Palmeiras x Botafogo
Maracanã
Flamengo x Botafogo
Flamengo x Cruzeiro
Flamengo x Coritiba
Fonte Nova
Bahia x Palmeiras
Bahia x Flamengo
Morumbi
São Paulo x Palmeiras
Vila Belmiro
Santos x Flamengo
Nabi Abi Chedid
RB Bragantino x Flamengo
Beira-Rio
Internacional x Flamengo
The scope of the study took into account 18 sports betting companies present in the seven stadiums listed in the 12 mentioned games. In total, there were 4,441 unique appearances, in a total of 11h46m of brands detected.
In the analysis, iSportistics was based on 18 bookmakers:
iSportistics included in its study an analysis of the monthly accesses to the bookmakers' websites, carried out by similarweb.com, showing that Betano is in front, with 109.9 million, Betnacional in second, scoring 103.8 million, and Pixbet in third (88.36 million). Betfair (66.84 million) and Esportes da Sorte (32.75 million) follow in the ranking.
The three companies that had their brands exposed for the longest time during the 12 games analyzed were Betano (03:11:39) and 1071 appearances, Pixbet (02:27:30) and 869 appearances and Betfair (01:52:38), closing the TOP 3 with 579 appearances.
For iSportistics, “Betano figures as the leading brand, in number of appearances, which have significant implications for brand recognition and awareness. Everything indicates that the brand adopted an aggressive strategy to maximize its visibility and presence before the audience of the Brazilian Championship.”
Regarding the visibility time by stadium, Betfair was in first place, with 01:49:54 at Allianz Parque, against 00:04:52 for second place, Parimatch.
Therefore, iSportistics points out that “the investment made by Betfair inside the Allianz Parque stadium is a sample of how much the brand is exposed, generating very low overlap with other brands.”
At Arena Fonte Nova, Betano topped the list with the longest appearance time, with 01:10.21, while the runner-up was Betnacional, with 00:15:41.
Once again Betano led the visibility time on Beira-Rio, with 00:30:38m, while Pixbet had 00:18:57.
Pixbet occupied first place in appearance time during Maracanã broadcasts, with 01:02:55, against 00:35:40 for Aposta Ganha.
Betano was again in first place at Morumbi, with 00:35:03, while Pixbet had 00:24:21.
At the Nabi Abi Chedid stadium, Betano also dominated (00:22:51), with Betnacional in second (00:05:02) closely followed by Pixbet (00:04:43) and Parimatch (00:04:16).
Betano still led in Vila Belmiro, with 00:32:04, having Pixbet (00:20:30) and Betnacional (00:20:15) on its heels.
iSportistics detected a large amount of brand overlap on the 3D mats, with up to four logos being displayed multiple times. “Excessive exposure can create unbridled competition between brands, leading to a race to stand out at any cost. As a result, we have an almost non-existent brand differentiation, requiring increasingly aggressive promotional strategies and the cost of customer acquisition is always increasing,” it evaluates.
The study indicated that out of 44 analyzed goals, Betnacional stood out, with 32 appearances during the moment of the goal, standing out over competing brands even though it was not in the TOP 2 of brands with more visibility.
Still in its analysis, iSportistics highlights within the scope of the global study that Betfair "is, with a considerable surplus, the one that appears most in Allianz Parque," while "Sportingbet's strategy is the digital insertion during the broadcast, mainly in the lineups.”
At the same time, it points out that “galera.bet's strategy is mainly due to the promotion of the tournament, which do not have high visibility and, therefore, make it difficult for the brand to be exposed.”
Insights
* 3D mats ensure visibility at the climax index
* Leader of appearances, Betano is responsible for 27% of broadcasts
* The difference in exposure of each stadium is notorious. Understanding the user database is critical
* 90% of the goals had brands overlapping, that is, "sharing the stage" with two or more brands from the same sector
* Video content proves to be a differentiator on betting sites
* Sometimes the most valuable endorsement deals don't guarantee the highest visibility and highest return
The iSportistics study was distributed by Máquina do Esporte.
