At least three of the five largest broadcasters in Brazil are concerned about the statement by Finance Minister, Fernando Haddad, about restricting betting advertising on open TV programs as much as possible. Record, Band and RedeTV!, which have several businesses with bookmakers, are the ones most afraid of the changes.

Broadcasters expect to be called to discuss the issue at some point. The idea is to present your point of view on the matter to the government.

Edir Macedo’s TV has Betano, a bet that has been in Brazil since 2019, one of its five biggest advertisers, with agreements for programs such as A Fazenda 16 and football broadcasts.

Already executives from Band and RedeTV! heard by the column state that it will be difficult to make sports broadcasts financially viable without investment from bookmakers. They say that, currently, only these companies pay amounts that make it possible to profit from broadcasting rights for matches.

Globo has been observing the movement cautiously and awaits the government’s next steps. Today, the largest broadcaster in the country has bets as advertisers. They sponsor, for example, Brazilian Championship games and reality shows, such as BBB.

The reason for Globo’s caution is the data on the participation of bets in the market. A survey obtained by the column shows that, contrary to what one might imagine, they still occupy little space on broadcasters, except during times linked to sport.

Carried out by the advertising campaign monitoring platform Tunad, the study shows that bets represented 3% of advertisements carried out in commercials on open Brazilian television. The research includes commercials on Globo, Record, SBT, Band, TV Cultura and RedeTV! between January and July this year.

The number grows considerably when considering only breaks in programs or sporting events, reaching 30% of breaks in July. In other words, out of every five commercials in this area, half of them were about betting.

Minister Fernando Haddad said last Tuesday (1st) that it is urgent to take measures to restrict advertising by sports betting houses. The issue was discussed in a meeting with representatives from Conar (Advertising Self-Regulation Council), Abert (Brazilian Association of Radio and Television Broadcasters) and AIR (International Broadcasting Association).

“We understand that it is urgent to take measures to avoid this harassment on television and in the media”, said Haddad to Sheet.

After the meeting, the president of Abert, Flávio de Lara Resende, said that it was agreed at the meeting that only advertisements for bets on the list of those authorized by the Treasury will be broadcast. “Under no circumstances will we advertise companies that are not regular,” he told journalists after the meeting.

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