Below is the overview for August 2025, divided into three sections: Media Investment, Commercial Insertions, and Key Highlights of the Month.
Media investment
Investment by brand
In August, Globoplay maintained its lead, allocating R$ 58.7 million (US$10.8m) to TV. It was followed by Mercado Livre (R$ 25.0 million -US$4.6m), Claro (R$ 23.9 million - US$4.4m), Havan (R$ 22.7 million - US$4.2m), and Shopee (R$ 20.7 million - US$3.8m).
Compared to July, Globoplay remains in first place but with lower spending (previously R$ 67.4 million (US$12.4m). Mercado Livre also kept second place, with a slight drop. The new entrants in the top five are Havan and Shopee, replacing Viva Sorte and BetMGM.
Investment by category
The month was dominated by Sports Betting, which totaled R$ 91.8 million (US$16.9m). Next came Telecom Services (R$ 81.7 million - US$15.1m), Streaming Services (R$ 78.7 million - US$14.5m), Automotive (R$ 58.1 million - US$10.7m), and Capitalization (R$ 57.1million - US$10.5m).
In July, Pharmaceuticals had led with R$ 141.1 million (US$26m), a category that dropped out of the top rankings in August. Sports Betting — absent from July’s Top 5 — jumped straight to first place with a wide lead.
Commercial insertions
Insertions by brand
In August, Emma Colchões led with 11,383 insertions, followed by Globoplay (6,609), Shopee (6,266), Claro (6,141), and Disney+ (4,259).
In July, Trivago had ranked first (14,528 insertions) but no longer appears in the top five. Emma, which was second last month, has now taken the lead. Globoplay also climbed, moving from fifth to second place.
Insertions by category
By category, the highlight was Streaming Services, with 15,101 insertions. Next were Mattresses (12,325), Sports Betting (9,448), Telecom Services (9,243), and Telephone Operators (8,832).
This marks a significant change from July, when Websites/Apps led with 17,801 insertions and no longer appear in August’s Top 5. Streaming, which already had strong presence, rose to first place.
Conclusion: Key highlights of August
- Globoplay remains the top advertiser, though with lower spending than in July.
- Sports Betting took center stage, leading the ranking of categories by investment.
- Emma Colchões surpassed Trivago and claimed the top spot in insertions.
The category profile shifted significantly: Pharmaceuticals and Websites/Apps, both highlights in July, dropped out of August’s Top 5.
Methodology
This analysis considered:
All advertising insertions (spots and in-program placements) aired on broadcast and pay TV channels in São Paulo.
Estimated investment based on average prices charged in the programs where the brands advertised
Source: Tunad
