The results support an analysis of the correlation between television exposure and search intent, serving as a basis for studies on brand awareness and indirect conversion for the sector’s brands.
Industry investment overview
The analysis shows that 'Bets's advertising investment on open and pay TV between January and September 2025 exceeded R$ 1 billion (US$183m).
In the first quarter, Betano was the top TV advertiser in the category, investing R$ 44.1 million (US$8m), followed by Superbet and Betnacional, with R$ 39.9 million (US$7.3m) and R$ 39.1 (US$7.1m) million, respectively.
In the second quarter, spending increased significantly. BetMGM took the lead with R$ 102.9 million (US$18.8m), followed by Betano, with R$ 87.4 million (US$16m).
The third quarter saw a general decline in investments, with BetMGM allocating R$ 83.8 million (US$15.3m) and Betano, R$ 56.6 million (US$10.3m).
From January to September, BetMGM ranked first overall, with R$ 203.7 million (US$37.3m) followed by Betano, which reached R$ 188.2 million (US$34.5m) during the same period.
The months with the highest investments were June and April.
Public interest and search impact
Investment figures are estimated using 2025 price tables with average discounts applied according to Tunad’s analysis.
* Betano recorded the highest number of searches in the year, totaling 377.9 million between January and September.
* Bet365 followed closely, with 220 million searches.
* Betnacional, with nearly 92.7 million searches, and Superbet, with about 75.9 million, ranked third and fourth.
* BetMGM, despite leading in TV investment, ranked fifth with 532,334 searches.
'Bets' sponsorships
- Betano — Sponsors Flamengo, Campeonato Brasileiro, Copa do Brasil, and Aston Villa.
- Superbet — Sponsors São Paulo and Fluminense; main sponsor of Kings League Brasil; activations -Carnival, Lollapalooza, and regional festivals.
- Betnacional — Sponsors Sport Recife and Copa do Brasil; presence at Rio Marathon, Big Brother Brasil, and running events.
- BandBet — Sponsors Formula 1 and Carnival events broadcast on Band.
- bet365 — Sponsors the UEFA Champions League, Campeonato Paulista, and Allianz Parque.
- BetMGM — Sponsors the Festa do Peão de Barretos and various rodeo festivals and circuits.
- Sportingbet — Sponsors Palmeiras (with naming rights) and NBA Brasil; partnerships with BBB 2025 and other sports and cultural events.
Tunad
Tunad helps advertisers and media outlets plan, execute, and optimize campaigns to avoid wasting large portions of advertising budgets.
Built on strategic partnerships, continuous growth, and market innovation, the platform — originally developed for music monitoring — has evolved into one of Brazil’s leaders in advertising campaign tracking.
Currently, Tunad monitors thousands of TV, radio, and livestreaming channels across Latin America.
Focused on innovation, the company continues to track trends and develop predictive media planning solutions using advanced artificial intelligence.
Source: GMB
