How are betting companies performing on TV in 2025?
Following a study conducted by Tunad last year , which revealed which sports betting companies invested the most in linear TV in 2024, this new survey analyzes the performance of these brands in the first two months of 2025.
This time, the study not only estimates each brand's investment, but also analyzes:
⇒ Advertising insertions : the number of commercials, including spots, product placements, and sponsorships, aired by each company;
⇒ Search uplift : the impact of commercials on public interest, measured by the increase in searches for the brand.
The research was conducted based on advertising spots broadcast on linear TV (free-to-air TV in São Paulo and PayTV) between January and February 2025.
Investment
Viva Sorte Bet, sponsor of Bahia, was the brand that invested the most, with a total of R$ 38,5 million. Next are Betano (R$ 30,7 million) and Superbet (R$ 21,6 million). Bet365 and Betnacional complete the Top 5.
Betting Brands on TV: Estimated Investment Value (Free-to-Air and Pay TV)
inserts
Betano , sponsor of Atlético Mineiro and Fluminense in 2024, led in volume of advertising insertions on TV, with 11.191 commercials. Following them are:
⇒ Superbet – 3.005 entries
⇒ Viva Sorte Bet – 2.346 entries
⇒ Novibet and Betnacional are also among the most frequently seen on TV.
Betting brands on TV: Advertising placements (Free-to-air TV and Pay TV)
Search Uplift: Interest-Generated Metric
Betano was the brand that registered the greatest growth in searches driven by commercials. Betnacional came in second in total uplift, but when analyzing the average uplift (the average growth generated per insertion), Superbet surpassed its competitor.
Betting brands on TV: Uplift (Free-to-Air and Pay TV)
Exclusive
For this analysis, the following were considered:
⇒ All advertising insertions (spots, commercials and sponsorships) broadcast on open and closed TV channels in the city of São Paulo.
⇒ Investment estimate based on average values practiced in programs where the brands advertised.
⇒ Uplift based on the growth in brand searches generated by a commercial, comparing searches before, during, and after the broadcast.
Conclusion and links
The objective of this study was to demonstrate the importance of media analysis through data. Tunad publishes weekly materials on topics such as Media Monitoring and Intelligence, Real-Time Marketing, Share of Search, Share of Spend and Share of Market, Search Uplift, among others.
