Tunad survey shows increase in searches and dominance of open TV, with Betano leading in investments
One from Tunad shows that platforms invested R$327.2 million in advertising in Brazil between January and March 2026. The study considers ten of the main brands in the sector and indicates growth in public interest.
The analysis includes companies such as Betano, Superbet, Bet do Milhão, Betnacional, Bet365, BetMGM, Novibet, Esportes da Sorte, BetBoom and BETesporte. The data crosses advertising investment with indicators such as internet searches.
In total, there were 167 million searches in the period, an increase of 22% compared to the previous quarter. According to Tunad, the number reinforces the increase in demand and the importance of advertising in brand building.
In the investment ranking, Betano leads, with R$57.9 million (17.7% of the total). Next come Superbet (R$40.5 million) and Bet do Milhão (R$38.1 million). Betnacional and Bet365 complete the top five.
More investments in open TV
Most of the budget went to open TV. TV Globo concentrated 59% of the sector’s investments, followed by SBT, with 22%. TV Bandeirantes, Record TV and ESPN had smaller shares.
When comparing investment and search volume, the study indicates two patterns: Betano combines high reach with good efficiency, while Bet365 stands out for its creative performance, maintaining consistent results even with lower investment among the leaders.
On the other hand, BetMGM and Bet do Milhão performed below average in generating interest, which may indicate a need to adjust the strategy.
