JUE 26 DE DICIEMBRE DE 2024 - 23:18hs.
Compared to the previous month

Tunad study shows a 21% drop in investment by ‘Bets’ on Brazilian TV in September

The so-called ‘Bets’ continue to have a large presence on Brazilian TV. However, in September there was a 21% reduction in investment compared to August, both on paid broadcasters and on PayTV. This is what a new study by Tunad, an advertising campaign monitoring platform, points out. In both months, Betano, Superbet, Betnacional, Sportingbet and Betsul were among the brands that invested the most resources in this media.

Advertising investment: August vs September

In August, the sports betting market invested around R$ 90 million (US$ 15.9m) in television advertising. However, in September, there was a 21% reduction, resulting in a total of R$ 70 million (US$ 12.3m). Despite this, the total number of ad placements remained similar, with 13,544 in August and 13,638 in September.

Brand ranking by investment

In both months, Betano, Superbet, Betnacional, Sportingbet, and Betsul were among the top investors. Betano led in August, with an advertising investment of R$ 16.7 million (US$ 2.95m), closely followed by Betnacional with R$ 14.7 million (US$ 2.6m).

In September, Betano remained at the top with R$ 12 million (US$ 2.1m), while Superbet rose to second place with R$ 10 million (US$ 1.75m).
 

Total TV advertising investment in São Paulo by brand in Aug-Sep 2024 of the Top 5
Total TV advertising investment in São Paulo by brand in Aug-Sep 2024 of the Top 5


Number of ad placements

In São Paulo, Betano also stood out in terms of the number of ad placements. In August, the brand led with 4,322 placements, followed by Superbet and Betnacional. In September, Betano maintained its lead with 4,182 placements, while Superbet increased its presence, reaching 1,905 placements.
 

Total TV advertising placements in São Paulo by brand in Aug-Sep 2024 of the Top 5


Uplift: impact on online searches

Uplift is a metric that evaluates the increase in online searches compared to the average after ad placements. In August, Betnacional led with a total uplift of 1,625,401, followed by Betano. In September, Betano took the lead in uplift, registering 1,199,720.
 

Total TV advertising uplift by brand in Aug-Sep 2024


Conclusion

The analysis of investments and placements in August and September 2024 shows that despite the drop in investment in September, the leading brands continue to bet heavily on television visibility to strengthen their market presence.

Betano and Superbet stand out, both in investment, number of placements, and uplift, consolidating their positions in the sports betting sector.

Source: Tunad