The Brazilian television advertising market has recently seen an important milestone, with a total investment of R$24.5 billion (approximately US$4.5 billion) in this cycle. According to a study published by Tunad, gaming companies and streaming media services have become the two central drivers of market growth, with a combined investment of approximately R$ 2.3 billion in television advertising, highlighting the fact that cable television advertising remains an important channel for branding and expansion in Brazil.
Despite the growing rise of digital media, television remains the backbone of the Brazilian advertising industry. Tunad studies show that television still offers the best size-to-tape capability, especially critical in highly competitive markets such as lottery and online stream media. These industries are highly dependent on exposure, frequency of transmission and credibility-building, while television remains central in the process. Advertising investment lists show a diversified distribution of industries. On the whole, Sky is in the top position with R$795 million in television advertising, and the company operates in the area of paid television and online content, with many broadcasters involved. The second-ranking Viva Sorte (the main lottery and lottery business) with an advertising expenditure of R$368 million became the largest advertiser in the lottery industry during the statistical cycle. The telecommunication giant Claro ranks third in its investment of R$ 345 million and continues to promote its food packages through television platforms.
The fourth BetMGM is a cause for concern about its connections to large media groups: The gaming company, which has a cumulative investment of R$275 million to cover all broadcasters, has a minority shareholder, the Brazilian media giant Globe, and has become the largest local advertising company for the lottery. The fifth Betnacional invested R$210 million in the branding of a football star, Vinicius Jr., and a famous sports speaker, Galvan Bueno, as brand ambassadors, to further expand media influence. In addition to investment, the report also shows the frequency with which brands appear during commercial advertising. The tourist platform Trivago was exposed 168,000 times to the most frequent brand of Brazilian cable television, followed by the mattress brand Emma Colchaues 125,000 times. Streaming media services are as active as telecommunications brands: Disney+, Glopopplay and Claro are among the top five exposures and form the subject of advertising throughout the year.
The data show a seasonal trend in television marketing. The highest investment was made in November, amounting to R$2.51 billion, driven mainly by “Black Friday” marketing; the lowest was in June, at R$1.7 billion. The significant impact of the gaming and streaming media industries on the advertising market confirms the importance of these new industries in the Brazilian advertising ecology. The combined contribution of R$2.3 billion in investment, which accounts for a significant share of R$24.5 billion in television advertising, shows that even in the digital age, traditional television media remain an indispensable resource for the industry.