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).
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.
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.
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
