Following a study conducted by Tunad last year, which revealed which sports betting houses invested the most in linear TV in 2024, this new survey analyzes the performance of these brands in the first two months of 2025.
This time, the study not only estimates the investment of each brand, but also analyzes:
* Advertising insertions: number of commercials, including spots, merchandise and sponsorships, broadcast by each company;
* Search uplift: impact of commercials on the public's interest, measured by the increase in searches for the brand.
The survey was conducted based on advertising insertions broadcast on linear TV (free-to-air TV in São Paulo and PayTV) between January and February 2025.
Investment
Viva Sorte Bet, sponsor of Bahia, was the brand that invested the most, with a total of R$38.5 million (US$6.75m).
Next come Betano (R$30.7 million - US$5.4m) and Superbet (R$21.6 million - US$3.8m). Completing the Top 5 are bet365 and Betnacional (Grupo NSX).
Advertisements
Betano, sponsor of Atlético Mineiro and Fluminense in 2024, led in terms of the number of advertisements on TV, with 11,191 commercials.
Next, follow:
* Superbet – 3,005 advertisements
* Viva Sorte Bet – 2,346 advertisements
* Novibet and Betnacional are also among the most present on TV.
Search uplift: metric of generated interest
Betano was the brand that recorded the greatest growth in searches driven by commercials. Betnacional came in second place in total uplift, but when analyzing the average uplift (the average growth generated per insertion), Superbet surpassed its competitor.
Methodology
For this analysis, the following were considered:
-All advertising insertions (spots, merchans and sponsorships) broadcast on open and closed TV channels in the city of São Paulo.
-Investment estimate based on the average values ??charged on programs where the brands advertised.
-Uplift based on the growth in searches for the brand generated by a commercial, comparing searches before, during and after the broadcast.
Source: Tunad
