Betting Ads Dominate Brazilian Soccer Broadcasts: A Data-Driven Analysis

**Betting Ads Overshadow Brazilian Soccer, Raising Addiction Concerns** SÃO PAULO, BRAZIL – A recent data analysis by Folha de S.Paulo's data journalism team reveals a concerning trend in Brazilian soccer broadcasts: betting advertisements are far more prevalent than actual game footage. The study examined 22 games from the 2025 Brazilian Championship, spanning various channels, and found that, on average, viewers see more betting ads than game action. "Our analysis shows that the chance of seeing a betting ad during any given moment of a broadcast is 70%, while the chance of seeing the ball in play is only 55%.", explains Daniel Mariani, Data Journalist at Folha de S.Paulo. The study used Google's Cloud Vision AI to identify all on-screen text, filtering for terms related to betting. Brands like Bet, Cassino, Sorte, Apostou, and Alfa were frequently identified. This visual dominance raises concerns about the normalization of gambling and the increased risk of addiction, particularly among young people. The findings align with concerns among researchers that this constant exposure to betting ads contributes to the normalization of gambling and increases the risk of addiction, particularly for those with pre-existing gambling problems. The Folha de S.Paulo investigation serves as a wake-up call, urging a closer look at the ethical implications of pervasive betting advertising in sports broadcasting.