Brazilian iGaming operators invested heavily in television advertising prior to the country’s ban on online gambling, according to data from media monitoring company Tunad. From January 2025 to June 2026, operators spent approximately $416 million on both broadcast and pay TV advertising. The ban, enacted by President Lula on 25 September, led to a sudden halt in this major advertising category, forcing broadcasters to remove all related ads by 5 October.
Advertising Spend and Market Concentration
During the first half of 2026, iGaming operators consistently topped the list of TV advertisers. Between January and August 2026, they spent $107 million on broadcast TV alone, maintaining the leading position for five out of eight months. This put them $20 million ahead of streaming services, the next largest advertising category on broadcast TV during the same period.
The sector’s advertising budgets were highly concentrated, with the ten largest operators accounting for 94.2% of all TV ad spend. Of these, just two companies represented 40% of the total. Furthermore, 93.1% of the TV ad budgets from these top ten operators were directed toward broadcast TV rather than pay TV.
Impact of the Ban on Broadcasters
The sudden prohibition of online gambling operations and advertising has left Brazilian TV broadcasters without their largest advertising category. This loss is significant, as nearly the entire budget for iGaming TV ads was concentrated among a handful of top operators. Industry experts note that while broadcasters may find new advertisers, it is unlikely they will be able to sell the same volume of ad space at comparable prices in the short term.
Prior to the ban, there had already been a decline in iGaming TV advertising. In the 39 days following the football World Cup, ad spend dropped by 34.5% compared to the tournament period. This volatility underscores the risk broadcasters face when a single sector dominates advertising revenue.
Implications for the Industry
The removal of iGaming advertisements from Brazilian TV not only impacts broadcasters but also signals a significant shift for operators, affiliates, and suppliers. Operators lose a major marketing channel, which could affect customer acquisition and brand visibility. Affiliates and suppliers may also see reduced opportunities as the regulatory environment tightens. For regulators, the ban demonstrates the influence of policy decisions on both media and gambling sectors.
With Congress given 120 days to vote on the provisional measure, the future of iGaming advertising in Brazil remains uncertain. Even if operations are reinstated, new legislation could impose further restrictions on advertising and sponsorships.
Key takeaways
- Brazilian iGaming operators spent $416 million on TV ads in 18 months before the ban.
- Ten largest operators accounted for over 94% of sector ad spend; two led with 40%.
- Broadcasters lost their top advertising category, with limited short-term replacements.
- The regulatory environment for iGaming advertising in Brazil remains unsettled.