{"id":399090,"date":"2026-09-21T13:57:53","date_gmt":"2026-09-21T13:57:53","guid":{"rendered":"https:\/\/igamingbusiness.com\/br\/?p=399090"},"modified":"2026-09-21T13:57:54","modified_gmt":"2026-09-21T13:57:54","slug":"tvs-se-mobilizam-contra-restricoes-as-bets-temendo-impacto-no-lucro","status":"publish","type":"post","link":"https:\/\/igamingbusiness.com\/br\/marketing-afiliados\/publicidade\/tvs-se-mobilizam-contra-restricoes-as-bets-temendo-impacto-no-lucro\/","title":{"rendered":"TVs se mobilizam contra restri\u00e7\u00f5es \u00e0s bets temendo impacto no lucro"},"content":{"rendered":"\n<p>A proibi\u00e7\u00e3o das bets em todo o Brasil caiu como uma bomba entre os diretores das maiores redes de televis\u00e3o. H\u00e1 um consenso de que o veto causaria uma hecatombe no caixa de todas as TVs, que j\u00e1 est\u00e3o administrando a redu\u00e7\u00e3o do investimento das principais marcas do setor em publicidade. Depois do boom durante a Copa do Mundo, as bets reduziram drasticamente a publicidade em canais lineares no segundo semestre.<\/p>\n\n\n\n<p>Al\u00e9m de representarem uma parcela significativa do faturamento, algumas emissoras s\u00e3o s\u00f3cias de bets. Globo (BetMGM), SBT (Bet do Milh\u00e3o) e Band (BandBet) est\u00e3o atentas a esse movimento do governo.<\/p>\n\n\n\n<p>Segundo o Canal D, no O Dia, as emissoras mobilizaram seus emiss\u00e1rios em Bras\u00edlia para tentar impedir que o veto se concretize. Donos de afiliadas que tamb\u00e9m s\u00e3o congressistas j\u00e1 foram avisados de que devem trabalhar pela inconstitucionalidade da medida. Isso caso a proibi\u00e7\u00e3o realmente saia do papel.<\/p>\n\n\n\n<p>As\u00a0TVs defendem que uma poss\u00edvel proibi\u00e7\u00e3o das bets\u00a0feriria o livre-arb\u00edtrio da popula\u00e7\u00e3o. &#8220;\u00c9 o mesmo querer proibir facas por conta de uma minoria que esfaqueia pessoas&#8221;,\u00a0defende\u00a0o executivo de um canal. Para as redes, o veto apenas fortaleceria plataformas que atuam de maneira ilegal, sem efeito pr\u00e1tico na sa\u00fade p\u00fablica.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-reducao-dos-investimentos\">Redu\u00e7\u00e3o dos investimentos<\/h2>\n\n\n\n<p>A m\u00e9dia di\u00e1ria de investimento em televis\u00e3o despencou de R$ 6 milh\u00f5es para R$ 3 milh\u00f5es ap\u00f3s a Copa, segundo <a href=\"https:\/\/igamingbusiness.com\/br\/marketing-afiliados\/publicidade\/investimento-das-bets-na-tv-cai-345-apos-a-copa\/\" target=\"_blank\" rel=\"noreferrer noopener\">estudo da Tunad<\/a>. No pico da competi\u00e7\u00e3o, entre 18 e 24 de junho, a m\u00e9dia di\u00e1ria atingiu R$ 7,07 milh\u00f5es. Na primeira semana completa p\u00f3s-Copa, entre 20 e 26 de julho, o n\u00famero caiu para R$ 2,95 milh\u00f5es.<\/p>\n\n\n\n<p>Agora, com as amea\u00e7as do presidente Lula, as TVs vivem essa nova preocupa\u00e7\u00e3o. Durante os 39 dias da Copa, as bets investiram mais de R$ 230 milh\u00f5es nas TVs. Nos 39 dias seguintes, os valores ca\u00edram para menos de R$ 160 milh\u00f5es. As redes avaliam que o fim das bets poder\u00e1 comprometer a receita prevista para o restante de 2026. A proibi\u00e7\u00e3o dos jogos online nas plataformas das casas de apostas tamb\u00e9m \u00e9 uma preocupa\u00e7\u00e3o. Com a queda das receitas, as bets certamente reformular\u00e3o suas pol\u00edticas de publicidade, o que afetaria as campanhas nas TVs.<\/p>\n","protected":false},"excerpt":{"rendered":"Globo, SBT e Band est\u00e3o se articulando para discutir com o governo medidas que prop\u00f5em proibi\u00e7\u00e3o das casas de apostas ou o fim dos jogos de cassino online. As tr\u00eas redes s\u00e3o s\u00f3cias de casas de apostas.","protected":false},"author":3731,"featured_media":399091,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"pmpro_default_level":"","editor_notices":[],"footnotes":""},"categories":[58,62,11369,11359,45,43,13708,66],"tags":[14188,14190,14162,507,11947,11799,12011,14187],"company_relation":[],"content_series":[],"content_type":[102],"region":[215,210],"theme":[],"class_list":["post-399090","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-afiliados","category-publicidade","category-sportsbook","tag-band","tag-bandbet","tag-bet-do-milhao","tag-betmgm","tag-fim-das-bets","tag-globo","tag-publicidade-das-bets","tag-sbt","content_type-noticias","region-brasil","region-latam","pmpro-has-access"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.2 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>TVs se mobilizam contra restri\u00e7\u00f5es \u00e0s bets temendo impacto no lucro<\/title>\n<meta name=\"description\" content=\"A not\u00edcia de que o governo quer proibir as bets em todo o Brasil caiu como uma bomba entre os diretores das maiores redes de televis\u00e3o. H\u00e1 um consenso de que o veto causaria uma hecatombe no caixa de todas as TVs, que j\u00e1 est\u00e3o administrando a redu\u00e7\u00e3o do investimento das principais marcas do setor em publicidade.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/igamingbusiness.com\/br\/marketing-afiliados\/publicidade\/tvs-se-mobilizam-contra-restricoes-as-bets-temendo-impacto-no-lucro\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TVs se mobilizam contra restri\u00e7\u00f5es \u00e0s bets temendo impacto no lucro\" \/>\n<meta property=\"og:description\" content=\"A not\u00edcia de que o governo quer proibir as bets em todo o Brasil caiu como uma bomba entre os diretores das maiores redes de televis\u00e3o. H\u00e1 um consenso de que o veto causaria uma hecatombe no caixa de todas as TVs, que j\u00e1 est\u00e3o administrando a redu\u00e7\u00e3o do investimento das principais marcas do setor em publicidade.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/igamingbusiness.com\/br\/marketing-afiliados\/publicidade\/tvs-se-mobilizam-contra-restricoes-as-bets-temendo-impacto-no-lucro\/\" \/>\n<meta property=\"og:site_name\" content=\"iGB - Brasil\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/iGamingBusinessMagazine\" \/>\n<meta property=\"article:published_time\" content=\"2026-09-21T13:57:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-21T13:57:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/igamingbusiness.com\/br\/wp-content\/uploads\/sites\/4\/2026\/09\/tvs-bets.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1482\" \/>\n\t<meta property=\"og:image:height\" content=\"886\" \/>\n\t<meta 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