Brazil’s betting sector recorded BR327.2m in advertising investment during the first quarter of 2026, according to a new study by media intelligence firm Tunad, reflecting continued competition for visibility among leading operators.
The analysis covered ten major brands active in the country, including Betano, Superbet, Bet do Milhão, Betnacional, Bet365, BetMGM, Novibet, Esportes da Sorte, BetBoom and BETesporte. Over the same period, the market generated 167 million online searches, marking a 22% increase compared to the previous quarter.
Betano led total investment with BR57.9m, accounting for 17.7% of the market. It was followed by Superbet (BR40.5m) and Bet do Milhão (BR38.1m), with Betnacional and Bet365 completing the top five.
TV remained the dominant channel, with Rede Globo capturing 59% of total advertising spend. SBT followed with 22%, while Bandeirantes, Record and ESPN accounted for smaller shares.
The data also points to differences in how effectively operators convert media spend into consumer interest. Betano combined scale with performance, generating more than 5,000 searches per BR1,000 invested in January. Bet365 delivered consistent results across the quarter, maintaining efficiency despite lower overall investment.
By contrast, some operators, including BetMGM and Bet do Milhão, recorded lower returns in search volume relative to spend, suggesting variation in campaign performance and channel strategy.
The findings indicate that while investment levels remain high, outcomes are becoming less uniform across the market, with efficiency and media mix playing a more visible role in results.
In 2025, Brazil’s betting sector recorded more than BR1.4bn in advertising spend across TV, radio, streaming and digital platforms, highlighting the scale of competition for visibility.
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