Sports betting companies invest R$ 91,8 million in TV advertising in São Paulo and take the lead in August.
The Sports Betting sector invested R$ 91,8 million in television advertising in São Paulo during August 2025, taking the lead among advertising categories. The information is contained in a survey released by Tunad on Wednesday (10), which also pointed to Globoplay as the brand with the largest individual investment in the period, totaling R$ 58,7 million.
The analysis by Tunad, a company that exists to assist advertisers and media outlets through the planning, execution, and optimization of campaigns, covered commercial insertions on free-to-air and pay-TV channels in the city of São Paulo, including traditional spots and merchandising actions. The study compared the results with the previous month, revealing significant changes in the advertising landscape.
The Sports Betting segment, absent from the top 5 in July, surpassed all other categories in August. Meanwhile, the Pharmaceuticals sector, which previously led with R$ 141,1 million, did not feature among the top five investors last month.
Following Globoplay, the list of brands with the largest investments is completed by: Mercado Livre (R$ 25 million), Claro (R$ 23,9 million), Havan (R$ 22,7 million) and Shopee (R$ 20,7 million). Globo's streaming platform maintained its first position, although it reduced its investment compared to the R$ 67,4 million invested in July.
In the ranking of categories by investment, after Sports Betting, come Telecommunications Services (R$ 81,7 million), Streaming Services (R$ 78,7 million), Vehicles (R$ 58,1 million) and Capitalization (R$ 57,1 million).
In terms of commercial insertions, Emma Colchões led with 11.383 displays during August. The brand was followed by Globoplay (6.609), Shopee (6.266), Claro (6.141) and Disney+ (4.259). Trivago, which held first place in July with 14.528 insertions, dropped out of the ranking the following month.
Among the categories with the highest volume of appearances, Streaming Services reached 15.101 insertions, followed by Mattresses (12.325), Sports Betting (9.448), Telecommunications Services (9.243) and Telephone Operator (8.832). The Websites/Apps category, which led in July with 17.801 insertions, did not remain among the top five in August.
The survey was conducted throughout the month of August, with data compiled by Tunad, a company specializing in media monitoring and intelligence. The methodology considered all advertising insertions on television channels in São Paulo, estimating investments based on the average values practiced in the programs where the brands advertised. Tunad works to prevent advertisers and media outlets from wasting a high volume of advertising budgets, offering solutions for planning, executing, and optimizing campaigns.
