In 2nd place in the ranking by brand is Globoplay, which invested R$44.1 million (US$8.15m). BetMGM reached 3rd place in the overall ranking, with R$32.7 million invested (US$6.05m). Claro appeared in 4th place with R$27.9 million (US$5.15m), followed by BB (Banco do Brasil), which invested R$26.9 million (US$4.95m) in television ads.
Media executives explain that companies like Betano and BetMGM adopt specific advertising strategies. The two bets invested approximately R$80 million (US$14.75m) together in June. This movement indicates that the brands seek to consolidate their presence in the Brazilian market before the new sports season.
By category, medicines led with advertising of R$145.2 million (US$26,77m). “Betting and Gaming Platforms” allocated R$123.5 million (US$22.77m) to ads on open and pay TV last month. As a result, the betting segment remained in 2nd place among the largest advertisers for the 3rd consecutive month.
The financial products sector occupied 3rd place with R$115.6 million (US$21.3m) invested. Political parties and financial institutions completed the top 5, with investments of R$105 million (US$19.35m) and R$103 million (US$19m), respectively.
Insertions
In terms of the volume of commercial insertions, betting platforms are not leaders, despite the high financial investment. Trivago ranked first with 18,203 insertions in June, followed by Emma Colchões with 11,083 and SKY with 8,733.
In the ranking of insertions by category, websites and applications led with 22,052 appearances, followed by streaming and digital media with 18,804. Financial products registered 12,304 insertions, practically tied with furniture and decoration, which totaled 12,309.
Game and betting platforms ranked 5th with 11,608 insertions.
Source: Poder360
