Search interest in betting operators sponsoring World Cup broadcasts increased during hydration breaks in Argentina's June 22 match against Austria, according to a report by Argentinian consultancy Novarum.
The study found that Betano and BetWarrior saw their highest search activity during the breaks, while non-sponsor Betsson peaked at halftime.
The report, titled Timba Break ("timba" is an Argentine slang term for gambling), analyzed minute-by-minute Google Trends data across the pre-match, in-play and post-match periods, using Betsson as a control brand to compare search behavior with that of the two broadcast sponsors.
Betano maintained a high, constant floor of search interest throughout the pre-match, in-play and post-match periods. Its search interest rose 61% during the first hydration break compared with the preceding block of play and 149% during the second, reaching the maximum Google Trends score of 100.
The match kicked off at 3pm. Minute-level data showed search interest at zero at 3:32pm, rising to 52 the following minute when a Betano advertisement appeared on screen, then to 100 the minute after that.
BetWarrior's search interest fell to the minimum level registrable by Google Trends while play was underway, then rose sharply once play stopped and advertising space opened. Its average search interest during hydration breaks was up to six times higher than during halftime.
Betsson, the non-sponsor used as a benchmark in the study, followed a different pattern: its highest search activity came at halftime, with a 230% increase over the preceding block, while its hydration break increases were smaller, at 5.3% and 95.1%, and reached lower absolute search levels than either sponsor brand.
Novarum concluded that hydration breaks function as a short-term traffic funnel toward sponsor betting sites, facilitating the conversion of broadcast viewers into betting site users.
The report said the close timing between the search peaks for Betano and BetWarrior and the hydration breaks themselves points to a cause-and-effect relationship in short-term traffic, while Betsson's pattern shows non-sponsor sites continue to draw most of their activity during the traditional halftime advertising window.
Sports betting brands have become increasingly prominent in Argentinian football. Betano is River Plate's main shirt sponsor, while Betsson sponsors both Boca Juniors and Racing Club
