Sports betting companies allocated USD 235 million (R$ 1.44 billion) to advertising on free-to-air television, pay-TV, and radio in Brazil during 2025, according to a study published on Wednesday by Tunad.
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The analysis revealed that free-to-air television captured approximately 85% of this amount, consolidating itself as the sector’s main communication channel.
The report “Betting Investments 2025 – Strategic Analysis of the Sports Betting Sector” confirmed that free-to-air television established itself as the structural basis for reaching the target audience of this segment.
Three companies in Brazil concentrate more than half of the spending
BetMGM, Betano, and Betnacional led advertising investment, accounting for approximately 62% of the total invested in television and radio during the year. The distribution of resources showed a pattern linked to the sports calendar, with significant variations between months.
January recorded the lowest investment volume with USD 10.9 million (R$ 66.7 million), while June reached the annual maximum with USD 26.8 million (R$ 164.5 million). This 146.7% difference coincides with the decisive phases of national and international championships.
Differentiated strategies among market leaders
The three main companies adopted distinct approaches during 2025. BetMGM, which ranked first in the annual ranking, intensified its investments from April onwards and dominated the second half of the year. Betano, in second place, concentrated its resources in June and recorded the highest monthly peak in the market. Betnacional, the third largest advertiser, maintained greater regularity in its investments throughout the year with a more stable strategy.
Radio loses relevance in the second half
The analysis of the media mix showed that free-to-air television not only received the largest share of resources but also determined the overall behavior of the sector’s investment curve. Pay-TV showed greater fluctuation and reached its peak in December, a period that coincided with championship finals and end-of-season campaigns.
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Radio had greater relevance in the first half of the year but experienced a reduction of approximately 70% in the second half. This structural decline suggests a strategic review and prioritization of channels with greater reach and immediate measurement.
Competition in intermediate positions
In addition to the three leaders, other companies such as Superbet and BandBet competed for intermediate positions with minimal differences in their cumulative annual performance. This competition intensified mainly between the second and third quarters of 2025.
The study did not include data on investments in digital media or other communication channels. The total amount analyzed included investments in streaming, including the Cazé platform.
Outlook for the next cycle
Ricardo Monteiro, CSO and COO of Tunad, stated that this pattern reflects an expected strategy: “A solid and constant investment in traditional media, with low seasonality, after sports championships, especially football, as a way to maintain brand recognition and competitiveness throughout the year.”
For the next cycle, Monteiro recommends maintaining a presence on free-to-air television and suggests “reconsidering the use of radio, which, thanks to its low audience flow, could become a high ROI opportunity for those who join first.”
The report concludes that the sector is moving towards more structured planning, focused on predictability and dominance of the media territory.
