Tunad releases its August 2025 results for broadcast and pay TV advertising in São Paulo. The main highlight is the growth in sports betting, which led investment with R$91.8 million, surpassing sectors that previously held the top positions.
The survey details the application of resources and the number of commercial insertions, highlighting the growing space of sportsbooks in the media market.
The report organizes data into three main sections: Media Investment, Commercial Insertions, and Main Highlights of the Month. The analysis includes both traditional ads and merchandising initiatives, always differentiating between investment amounts and display volume.
Media and brand investment
In August, Globoplay maintained its lead, with R$58.7 million allocated to TV. Next came Mercado Livre (R$25.0 million), Claro (R$23.9 million), Havan (R$22.7 million) and Shopee (R$20.7 million).
Compared to July, Globoplay remained in first place, but reduced its investments from the previous R$67.4 million. Mercado Livre also maintained its second place, while Havan and Shopee entered the top five, replacing Viva Sorte and BetMGM.
Investment by category
Sports betting led the way in August, with R$91.8 million invested. Following closely were Telecommunications Services (R$81.7 million), Streaming Services (R$78.7 million), Vehicles (R$58.1 million), and Capitalization (R$57.1 million).
The previous month, Medicines held the lead, registering R$141.1 million, but dropped out of the ranking in August. Sports betting, absent in July, took the top spot with a wide margin.
Commercial insertions
The highest number of views was recorded by Emma Colchões, with 11,383 insertions. Next came Globoplay (6,609), Shopee (6,266), Claro (6,141) and Disney+ (4,259).
In July, Trivago held the lead with 14,528 placements, but the brand dropped out of the rankings. Emma, which had been in second place, took the lead. Globoplay also rose, moving from fifth to second place.
Insertions by category
Streaming Services led the total number of views with 15,101 insertions. Next came Mattresses (12,325), Sports Betting (9,448), Telecommunications Services (9,243) and Telephone Operator (8,832).
In July, Websites/Apps held the lead, with 17,801 entries, but they don’t appear in the August rankings. Streaming, which already had a significant share, now occupies the top spot.
Main highlights of August
- Globoplay remains the largest investor, although with a reduction in contributions.
- Sports betting has taken the lead among investment categories.
- Emma Colchões surpassed Trivago and reached first place in insertions.
- Featured categories in July, such as Medicines and Websites/Apps, dropped out of the Top 5.
Methodology
The analysis considered all advertising insertions shown on free-to-air and subscription TV channels in São Paulo and investment estimates based on the average values charged for the programs in which the brands advertised.
