{"id":396268,"date":"2026-04-23T15:37:58","date_gmt":"2026-04-23T15:37:58","guid":{"rendered":"https:\/\/igamingbusiness.com\/br\/?p=396268"},"modified":"2026-04-23T15:37:59","modified_gmt":"2026-04-23T15:37:59","slug":"bets-investimentos-publicidade-tv-anuncios","status":"publish","type":"post","link":"https:\/\/igamingbusiness.com\/br\/apostas-esportivas\/bets-investimentos-publicidade-tv-anuncios\/","title":{"rendered":"Mercado de apostas acelera m\u00eddia no Brasil com R$ 327 milh\u00f5es em publicidade"},"content":{"rendered":"\n<p>Um levantamento da empresa de intelig\u00eancia de m\u00eddia e engajamento de marcas Tunad aponta que as principais plataformas do setor de apostas esportivas e jogos online destinaram R$ 327,2 milh\u00f5es em publicidade entre 1\u00ba de janeiro e 31 de mar\u00e7o de 2026, considerando dez das maiores marcas em opera\u00e7\u00e3o no Brasil.<\/p>\n\n\n\n<p>O estudo analisou players como Betano, Superbet, Bet do Milh\u00e3o, Betnacional, bet365, BetMGM, Novibet, Esportes da Sorte, BetBoom e BETesporte, cruzando dados de investimento com indicadores de interesse do consumidor, como volume de buscas online.<\/p>\n\n\n\n<p>Ao todo, foram registradas 167 milh\u00f5es de buscas no per\u00edodo, uma alta de 22% em rela\u00e7\u00e3o ao trimestre anterior, refor\u00e7ando o crescimento da demanda e o papel da publicidade na constru\u00e7\u00e3o de marca nesse segmento.<\/p>\n\n\n\n<p>Segundo a Tunad, Betano lidera o ranking de investimento, com R$ 57,9 milh\u00f5es (17,7% do total), seguida por Superbet (R$ 40,5 milh\u00f5es) e Bet do Milh\u00e3o (R$ 38,1 milh\u00f5es). Na sequ\u00eancia aparecem Betnacional e bet365, consolidando um top 5 bastante equilibrado.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/igamingbusiness.com\/img-srv\/w8OVdsq5xxHaBqFSuiWSlXAeei7V4HhIGGzVHmlYeXY\/resizing_type:auto\/width:1024\/height:0\/gravity:sm\/enlarge:1\/ext:webp\/strip_metadata:1\/quality:90\/cachebuster:filesize-221683\/bG9jYWw6Ly8vaWdhbWluZ2J1c2luZXNzLmNvbS93cC1jb250ZW50L3VwbG9hZHMvc2l0ZXMvNC8yMDI2LzA0L3R1bmFkMi5qcGc.webp\" alt=\"\" class=\"wp-image-396273\"\/><figcaption class=\"wp-element-caption\">Tunad<\/figcaption><\/figure>\n\n\n\n<p>A an\u00e1lise por ve\u00edculos revela uma forte concentra\u00e7\u00e3o na TV aberta, com destaque absoluto para a TV Globo, que abocanha 59% de toda a verba publicit\u00e1ria do segmento. O SBT aparece na sequ\u00eancia, com 22%, enquanto a TV Bandeirantes, TV Record e ESPN dividem parcelas menores.<\/p>\n\n\n\n<p>\u201cO cen\u00e1rio aponta uma forte concentra\u00e7\u00e3o em conte\u00fado esportivo, embora exista uma oportunidade estrat\u00e9gica de redistribui\u00e7\u00e3o de investimentos para fideliza\u00e7\u00e3o de marca com potencial de melhor custo-benef\u00edcio e menor satura\u00e7\u00e3o\u201d, explica o porta-voz da Tunad.<\/p>\n\n\n\n<p>Ao cruzar investimento com volume de buscas o estudo destaca dois padr\u00f5es claros:<\/p>\n\n\n\n<p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; \u2022&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; A Betano lidera em escala e mant\u00e9m alta efici\u00eancia, chegando a mais de 5 mil buscas por R$ 1 mil investidos em janeiro;<\/p>\n\n\n\n<p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; \u2022&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; A bet365 se consolida como um dos principais cases de efici\u00eancia criativa, seguida por Betnacional, mantendo desempenho consistente ao longo dos tr\u00eas meses mesmo com menores investimentos entre os l\u00edderes.&nbsp;<\/p>\n\n\n\n<p>Por outro lado, marcas como BetMGM e Bet do Milh\u00e3o apresentam desempenho abaixo da m\u00e9dia em gera\u00e7\u00e3o de interesse, indicando necessidade de revis\u00e3o de estrat\u00e9gia.<\/p>\n\n\n\n<p>Para a Tunad, os dados mostram que o mercado de bets no Brasil entra em uma nova fase, menos orientada apenas por volume e mais focada em efici\u00eancia, criatividade e mix de canais. \u201cA din\u00e2mica do setor evolui rapidamente. O investimento continua alto, mas o diferencial competitivo passa a ser a capacidade de transformar m\u00eddia em interesse real do consumidor\u201d, aponta Ricardo Monteiro, COO da Tunad.<\/p>\n\n\n\n<p>Para acessar ao estudo, basta clicar em: <a href=\"https:\/\/bit.ly\/4cbsQJb\" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/bit.ly\/4cbsQJb<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Tunad revela top operadoras em investimento, ressaltando a bet365 como refer\u00eancia em efici\u00eancia e a Betano como l\u00edder no aporte publicit\u00e1rio.","protected":false},"author":3731,"featured_media":396270,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"pmpro_default_level":"","footnotes":""},"categories":[58,62,11369,11359,45,2430,43,47,66],"tags":[11260,703,1576,11842,12017,12011,12014,12018],"company_relation":[],"content_series":[],"content_type":[102],"region":[215,210],"theme":[],"class_list":["post-396268","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-apostas-esportivas","category-apostas-esportivas-online","category-cassino-online","category-jogos","category-marketing","category-marketing-de-conteudo","category-marketing-afiliados","category-patrocinio","category-sportsbook","tag-apostas-esportivas","tag-bet365","tag-betano","tag-bets","tag-investimento-em-midia","tag-publicidade-das-bets","tag-tunad","tag-tv-globo","content_type-noticias","region-brasil","region-latam","pmpro-has-access"],"acf":[],"yoast_head":"<!-- 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