Key Moments:
- Sports betting industry invested R$91.8 million in television advertising in São Paulo in August 2025, the highest among all sectors.
- Globoplay maintained the top spot for individual brand TV ad expenditure with R$58.7 million, despite reducing spend from July levels.
- Pharmaceuticals, which led in July with R$141.1 million, disappeared from August’s top five advertising categories.
Shift in Advertising Leadership
August 2025 marked a dramatic change in São Paulo’s television advertising ecosystem, as sports betting companies moved to the forefront in ad spending. With a strong R$91.8 million allocated exclusively to television, betting operators outpaced industries that have traditionally dominated media placements. This development highlights an evolving landscape, reflecting how sports betting businesses are becoming significant forces in Brazil’s leading metropolis.
Brand and Category Spend Analysis
Brand-level analytics showed that Globoplay secured the leading position in TV ad investment with R$58.7 million. Other top spenders included Mercado Livre at R$25.0 million, Claro with R$23.9 million, Havan at R$22.7 million, and Shopee posting R$20.7 million in advertising spend.
Compared to the previous month, Globoplay remained the leading brand but dropped its media spend to R$58.7 million from R$67.4 million in July. Mercado Livre continued in second position, and both Havan and Shopee advanced into the top five, displacing Viva Sorte and BetMGM.
At the category level, sports betting’s R$91.8 million positioned it ahead of Telecommunications Services (R$81.7 million), Streaming Services (R$78.7 million), Vehicles (R$58.1 million), and Capitalization (R$57.1 million). In contrast, Pharmaceuticals, which topped July’s category ranking with R$141.1 million, fell outside August’s top five entirely. This rapid rise in betting ad spend showcases aggressive promotional tactics and underlines gambling’s growing presence in Brazil’s consumer market.
| Category | August 2025 TV Ad Spend (R$ million) |
|---|---|
| Sports Betting | 91.8 |
| Telecommunications Services | 81.7 |
| Streaming Services | 78.7 |
| Vehicles | 58.1 |
| Capitalization | 57.1 |
Trends in Commercial Insertions
Examining the volume of commercials, Emma Colchões led in August with 11,383 ad insertions, surpassing Globoplay with 6,609, followed by Shopee (6,266), Claro (6,141), and Disney+ (4,259). This contrasted with July, when Trivago led the market with 14,528 insertions but did not appear in August’s top five. Emma Colchões advanced from second place in July to first, while Globoplay climbed from fifth to second place.
For advertising categories by insertions, Streaming Services led with 15,101, followed by Mattress Brands (12,325), Sports Betting (9,448), Telecommunication Services (9,243), and Telephone Operators (8,832). July had previously seen Websites/Apps dominate with 17,801 insertions, a group no longer present in the August top five.
Key Developments from the Tunad Report
- Globoplay maintained the highest investment among brands, although its spending declined compared to July.
- Sports betting debuted as the leader in TV ad spending among all industry categories.
- Emma Colchões overtook Trivago as the leading brand for ad volume.
- Categories like Pharmaceuticals and Websites/Apps, prominent in July, dropped out of the top five.
Methodology and Market Impact
This analysis captured all TV commercial insertions aired across open and subscription channels in São Paulo. Ad investment was estimated using average rates for the specific programming slots where the ads appeared, allowing for an accurate measurement of both capital outlay and advertising frequency.
August 2025 stands out as a key moment for São Paulo’s TV ad market, with sports betting brands setting a new precedent. Their decisive rise in promotional spending demonstrates how quickly competitive companies can reshape media priorities. As betting platforms expand their footprint, industry observers are poised to track the broader implications for advertising strategies across Brazil’s commercial sectors.
- Author
Daniel Williams
