Betting Operators Invested R$ 2.12 Billion in TV Advertising in 18 Months Before the Ban

Betting companies invested R$ 2.12 billion in advertising on free-to-air and pay TV between January 2025 and June 2026, according to a survey by Tunad cited by Yogonet, BNLData, and iGaming Business. The survey, published on Wednesday (21) according to BNLData, details the concentration of investment by company and the decline that was already taking shape before the Provisional Measure.

Investment concentrated among few advertisers

Advertising spending was dominated by a small group. According to Yogonet, the ten largest companies in the sector accounted for 94.2% of television investment in the analyzed period, and the top two concentrated 40% of the budget. According to iGaming Business, those two leaders were Bet do Milhão and Betano.

34.5% drop already before the Provisional Measure

The reduction in TV spending was already visible before the Provisional Measure. Yogonet points out that, in comparable 39-day windows after the World Cup, advertising spending by betting operators fell 34.5%, from R$ 234.2 million to R$ 153.5 million.

The Provisional Measure, signed on September 25 according to BNLData, zeroed out what remained. Broadcasters had until October 5 to take the already-contracted ads off the air.

Commercial gap and dispute at the STF

With the exit of betting operators from TV, broadcasters are seeking replacements for their commercial slots. Cesar Sponchiado, CEO of Tunad, noted to iGaming Business that the slots can potentially be resold, but hardly at the same price.

On the legal front, BNLData reports that the Associação Brasileira de Emissoras de Rádio e Televisão (Abert) asked Justice Luiz Fux, of the STF, on October 2, to suspend the Provisional Measure. As of the publication of the reports, there had been no ruling from the court.