DOM 21 DE JULIO DE 2024 - 13:13hs.
Betano leads the broadcast

Bookmakers increase their presence on Brazilian TV, but still have a small share

Despite the impression that bookmakers dominate television, a survey by the advertising campaign monitoring platform Tunad shows that bets represented less than 3% of advertisements on Brazilian open TV between January and May. This rate reaches 20% during breaks in sports programs. Betano leads with 23% of ads followed by Superbet (17%). Sportingbet (11%), Esportes da Sorte (6%) and Betsul (5%) complete the top 5.

The feeling that as soon as the television is turned on the viewer will automatically see an ad for a betting house is just that: a sensation. A survey obtained by F5 shows that, contrary to what one might imagine, so-called bets still take up little space on broadcasters.

Carried out by the advertising campaign monitoring platform Tunad, the study shows that bets – as operators are called in the country - represented less than 3% of advertisements carried out in commercials on open Brazilian television. The research includes commercials on Globo, Record, SBT, Band, TV Cultura and RedeTV! between January and May this year.

The highest rate (2.9%) was reached in April, at the beginning of the Brazilian Championship. Between January and March, it was just 2.1%. In May, attendance was 2.7%. In 2023, in the same period, bookmakers had a 2% presence.

The number grows when focusing on program breaks or sporting events, reaching 20% ??of breaks in May.

Among the brands related to sports betting that advertise on TV, the one that appears most often is Betano, with a 23% share during breaks. Second place goes to the newcomer Superbet, which began operating this year in Brazil, with 17%.

Sportingbet with 11%, Esportes da Sorte with 6% and Betsul with 5% complete the top 5. The other brands, together, account for 38% of advertisements, which, for Tunad, shows that the market is increasingly flooded with this type small advertiser.

"The 38% share represented by the other brands shows the great diversity in the market, reflecting the presence of many smaller companies that, together, have a significant portion of the total investment," says the survey.

The monitoring was carried out based on commercial breaks on open TV in Greater São Paulo, the main television market in Brazil, and also took into account pay TV. In total, 170 channels were monitored for the study.

Source: F5 Folha