Brazil Fintech — Weekly Market Report
Brazil · September 21–27, 2026
Prepared for: Market intelligence
Executive Summary
This weekly report reads the Brazilian fintech and digital banking category across four lenses: regular TV advertising, social media, organic search and digital advertising. Every brand is treated as a brand in the market, and no company is singled out. Brands are called "most aired" or "most active" only for the specific metric named, never as market leaders.
Itaú went from 15 regular TV spots in the week of 14–20 September to 126 in 21–27 September, 93 of them for the new “Todos Feitos” film first aired on 22 September. It is the largest week-over-week rise among the ten most aired brands and it is a single-creative story: the film accounts for roughly three of every four Itaú spots.
TV: 2,073 regular spots from 25 brands, 3.0% fewer than the 2,137 of the previous period (14–20 September). C6 Bank (559), Bradesco (322), Nubank (175), Nomad (150) and Itaú (126) together hold 64.3% of all spots. C6 Bank's 559 spots are almost entirely on pay TV (552), while Nubank leans the other way: 125 of its 175 spots ran on open TV.
Social: 457 tracked posts from 21 brands produced an estimated 18.3M reach. A single Inter Reel drew 44,391 of that brand's 44,570 weekly interactions, and Instagram Reels delivered 86% of all interactions from 24% of posts.
Search: the tracked organic search footprint of the category is an estimated 221.0M monthly searches, +1.1% against the previous period (14–20 September). Brands with little or no TV, such as Wise and Avenue, sit in the top five of the search ranking.
Digital ads: all 26 brands present in the tracked ad library run on Meta, and four of the five brands profiled here are pushing the same product: the phone as a card machine for small merchants.
Context: Itaú's surge coincides with the launch of its Personnalité 30th-anniversary campaign, and Bradesco and XP built weekend social content on sponsored events (a Stock Car stage and the NFL Rio Game).
How to Read This Report
- Period and comparison: the week is 21–27 September 2026. Every "previous period" comparison uses the seven days immediately before it, 14–20 September. A same-dates prior-year comparison is not available for this category in the tracked data.
- TV scope: spots, airtime and brand rankings count regular commercial spots only. Sponsorship placements and other formats are a separate lens (see the end of the TV landscape section) and are never added to the totals.
- Data currency: social figures reflect the data available on 29 September 2026 and may be revised by late platform reporting.
- Search scope: the keyword analysis covers finance-related demand only. Unrelated entertainment queries are excluded so that no brand's footprint is inflated by them.
- Digital ads: the ad library is an incomplete record, so ad counts are not used to rank brands or to estimate share of voice.
- Spend: any statement about investment is an estimate. Airtime is measured in seconds and spots, not in currency.
TV/Radio: Competitive Landscape
Market Share of Voice: Regular TV Spots
The category aired 2,073 regular spots in the week, totalling 58,092 seconds of airtime (previous period: 56,575 seconds). There was no radio activity from these brands. Concentration is high: the three most aired brands hold 50.9% of spots, the five most aired hold 64.3% and the ten most aired hold 86%.
| # | Brand | Spots | Share | Seconds | Creatives | Channels | vs. previous period (14–20 Sep) |
|---|---|---|---|---|---|---|---|
| 1 | C6 Bank | 559 | 27.0% | 16,770 | 7 | 12 | -2% (573) |
| 2 | Bradesco | 322 | 15.5% | 8,190 | 8 | 13 | -25% (431) |
| 3 | Nubank | 175 | 8.4% | 5,092 | 11 | 9 | +24% (141) |
| 4 | Nomad | 150 | 7.2% | 4,500 | 1 | 3 | +9% (137) |
| 5 | Itaú | 126 | 6.1% | 5,340 | 8 | 10 | +740% (15) |
| 6 | BNDES | 117 | 5.6% | 3,510 | 1 | 9 | +46% (80) |
| 7 | BTG Pactual | 111 | 5.4% | 1,739 | 2 | 6 | -3% (115) |
| 8 | Sicoob | 90 | 4.3% | 1,800 | 9 | 5 | -3% (93) |
| 9 | Banco do Brasil | 73 | 3.5% | 2,190 | 6 | 5 | +35% (54) |
| 10 | Caixa | 57 | 2.7% | 1,710 | 3 | 3 | -43% (100) |
| 11 | Mercado Pago | 46 | 2.2% | 690 | 3 | 1 | -62% (121) |
| 12 | ARQ | 44 | 2.1% | 660 | 1 | 2 | -40% (73) |
| 13 | Sicredi | 35 | 1.7% | 855 | 7 | 5 | +21% (29) |
| 14 | PagBank | 32 | 1.5% | 960 | 1 | 2 | -48% (62) |
| 15 | Crefisa | 31 | 1.5% | 930 | 1 | 1 | +29% (24) |
| Other 10 brands | 105 | 5.1% | 3,156 | +18% (89) | |||
| Total (25 brands) | 2,073 | 100% | 58,092 | -3% (2,137) |
Share of regular TV spots, with spot counts
Four movements stand out against the previous period:
- Itaú rose from 15 to 126 spots (+740%) and jumped from sixteenth to fifth place in the ranking. Ninety-three of its spots carry “Todos Feitos”.
- Bradesco fell 25% (431 to 322) but kept second place. Its Disney travel offer still ran at scale.
- Mercado Pago fell 62% (121 to 46) and Caixa fell 43% (100 to 57), both brands that concentrate on a single channel type.
- BNDES rose 46% (80 to 117) with one creative across nine channels, and Nubank rose 24% (141 to 175).
Daily Rhythm
Spot volume was highest on Friday 25 September (360 spots) and lowest on Sunday 27 September (233 spots), a 35% swing. The Friday peak reflects Itaú (37 spots that day), Bradesco (55) and Nomad (24) all being on air together. The weekend dip is mostly Bradesco and Nomad pulling back (Bradesco fell from 55 spots on Friday to 21 on Sunday), while C6 Bank held a flat line of 73 to 99 spots every day.
Regular TV spots per day
Pay TV and Open TV
The 2,073 spots split 65/35 between the two: 1,356 spots (65.4%) on pay TV and 717 (34.6%) on open TV. Against the previous period (14–20 September) pay TV fell 9.1% (1,492 to 1,356) while open TV rose 11.2% (645 to 717), so the mix moved towards open TV.
| Brand | Pay TV | Open TV | Open TV share |
|---|---|---|---|
| C6 Bank | 552 | 7 | 1% |
| Bradesco | 259 | 63 | 20% |
| Nubank | 50 | 125 | 71% |
| Nomad | 100 | 50 | 33% |
| Itaú | 58 | 68 | 54% |
| BNDES | 59 | 58 | 50% |
| BTG Pactual | 69 | 42 | 38% |
| Sicoob | 37 | 53 | 59% |
| Banco do Brasil | 0 | 73 | 100% |
| Caixa | 57 | 0 | 0% |
| All 25 brands | 1,356 | 717 | 34.6% |
The split separates brands into four groups: pay-TV specialists (C6 Bank with 552 of 559 spots, Caixa and ARQ with all their spots on pay TV), open-TV specialists (Banco do Brasil and Mercado Pago, with every spot on open TV, and Nubank with 125 of 175) pay-heavy buyers (Bradesco, with 259 of 322 spots on pay TV) and mixed buyers (Itaú with 58 pay and 68 open, BNDES with 59 and 58, Sicoob with 37 and 53, and Nomad with 100 and 50).
Battleground Channels
The ten channels with the most spots account for 62.4% of all spots, and the category used 27 channels in total.
| Channel | Type | Spots | Share of all spots | Brands on air |
|---|---|---|---|---|
| Globo | Open | 408 | 19.7% | 17 |
| SBT | Open | 102 | 4.9% | 6 |
| Band | Open | 89 | 4.3% | 8 |
| CNN Brasil | Pay | 118 | 5.7% | 7 |
| ESPN2 | Pay | 107 | 5.2% | 4 |
| GNT | Pay | 103 | 5.0% | 3 |
| Discovery Channel | Pay | 97 | 4.7% | 2 |
| ESPN | Pay | 97 | 4.7% | 4 |
| ESPN3 | Pay | 91 | 4.4% | 4 |
| Globo News | Pay | 81 | 3.9% | 8 |
The table is grouped by channel type (open TV first, then pay TV) and ranked by spots within each group.
Globo is the only channel where the category competes broadly: 17 of the 25 brands aired there, for 408 spots (19.7% of the total). The pay TV battleground is split into two clusters. News and business channels (CNN Brasil and Globo News) host seven and eight brands. The sports cluster (ESPN, ESPN2 and ESPN3) hosts four brands each and adds up to 295 spots. C6 Bank spreads almost evenly over six entertainment channels (TNT Séries, Discovery Home & Health, Warner, Discovery, TNT and Space, 73 to 78 spots each), which makes it the sole advertiser on several of them.
Channel audience mix, by the audience classification of each channel: entertainment channels carried 910 spots (43.9%), other and news audiences 682 (32.9%) and sport channels 481 (23.2%). Channel relevance is described here by audience type (entertainment, sport and other or news channels).
Dayparts and Weekdays
Half of all regular spots aired in the daytime, and prime time carried about four in ten.
| Brand | Prime time | Day | Grey time (late night) |
|---|---|---|---|
| C6 Bank | 38% | 50% | 12% |
| Bradesco | 31% | 64% | 5% |
| Nubank | 54% | 39% | 7% |
| Nomad | 52% | 48% | 0% |
| Itaú | 53% | 41% | 6% |
| BNDES | 44% | 53% | 3% |
| BTG Pactual | 77% | 15% | 7% |
| Sicoob | 39% | 56% | 6% |
| All brands | 41% | 51% | 8% |
Shares are rounded and may not add up to exactly 100%.
Bradesco is the daytime buyer (64% of spots) and Nubank and Nomad are the prime-time buyers (54% and 52%). C6 Bank is the only large brand with a meaningful late-night share (12%).
| Brand | Mon | Tue | Wed | Thu | Fri | Sat | Sun |
|---|---|---|---|---|---|---|---|
| C6 Bank | 99 | 83 | 77 | 74 | 79 | 74 | 73 |
| Bradesco | 52 | 45 | 60 | 52 | 55 | 37 | 21 |
| Nubank | 22 | 24 | 29 | 23 | 27 | 27 | 23 |
| Nomad | 22 | 24 | 30 | 23 | 24 | 13 | 14 |
| Itaú | 3 | 9 | 22 | 20 | 37 | 14 | 21 |
| Other 20 brands | 112 | 92 | 109 | 126 | 138 | 83 | 81 |
| All 25 brands | 310 | 277 | 327 | 318 | 360 | 248 | 233 |
Creative Formats and Message Types
- Length: the 30-second spot dominates with 1,562 spots (75%), followed by 15 seconds with 308 (15%). Longer formats (60 and 120 seconds) are marginal at 62 spots combined.
- Message type (AI-classified): financial products account for 1,313 spots (63%), credit lines for 387 (19%), branding for 335 (16%) and explicit promotions for only 24 (1%). One caution: the classifier labels Bradesco's Disney instalment offer (222 spots, 11% of the category) as a financial product, so explicit offers are probably undercounted.
Separate Lens: Sponsorships
Sponsorship placements and other non-regular formats are outside every number above. In the same week the category also recorded 1,038 sponsorship and other non-regular placements, mostly short sponsorship tags of about five seconds. They rank brands differently from regular spots, which is why they are kept apart.
| Brand | Sponsorship and other non-regular placements | Regular spots (for reference) |
|---|---|---|
| ARQ | 346 | 44 |
| Bradesco | 166 | 322 |
| C6 Bank | 153 | 559 |
| Itaú | 74 | 126 |
| Ademicon | 53 | 30 |
| Galápagos Capital | 43 | 3 |
TV/Radio: Content Strategies
The 2x2 grid shows the most aired creative of the four most aired brands. Each caption synthesises the brand's five most aired creatives together with its channel, daypart and weekday choices.
C6 Bank — 559 regular spots
C6 Bank runs a single-voice campaign: Gisele Bündchen appears in four of its five most aired films (Coisas Simples, Mais Proteção, C6 5 Anos and Acesso a Investimentos) and each film sells a different product, from the international C6 ContaGlobal account to the "Locais Seguros" security feature and the C6 Invest platform, with the JPMorgan link as a credibility anchor. The most aired film, "Cartões" (194 spots, 35% of the brand's total), is the exception: a humorous scene about an oversized card with a direct "open your account" call to action. The media plan is a pay-TV carpet: 552 of 559 spots on pay TV, spread almost evenly over six entertainment channels (73 to 78 spots each), with 50% of spots in the daytime, 39% in prime time and 12% in late night, and a flat 73 to 99 spots every day of the week.
Bradesco — 322 regular spots
Bradesco's plan is built around one seasonal offer. Three of its five most aired films sell the same Disney World travel package paid through the Bradesco app or card, with up to 18 interest-free instalments (222 of 322 spots, 69%). The rest is brand and business messaging: a ten-year story of the "B.ia" assistant (56 spots, first aired on 23 September) and a Michel Teló film for business accounts (29 spots). The buy is a sports-channel daytime buy: the six ESPN channels carry 227 spots (70%), 64% of spots run in the daytime, and the week starts heavy (52 spots on Monday, 60 on Wednesday) and ends light (21 on Sunday).
Nubank — 175 regular spots
Nubank's TV week is a credit-and-yield campaign under the "Nu faz valer" (make it count) line. Its most aired film uses a gender-reveal party joke to introduce low-rate payroll loans (50 spots), a sibling cut repeats the payroll loan message (27) and another film promotes the Caixinha Turbo savings product, quoted at a yield above 100% of the CDI rate (20). Two explainer films for the business account, presented by a company spokesperson, complete the mix (one ran 21 to 25 September, the other started on 25 September). The plan is an open-TV plan: 125 of 175 spots on open TV, led by Globo (56 spots) and SBT (32), 54% in prime time and an even 22 to 29 spots every day.
Nomad — 150 regular spots
Nomad is the sharpest single-creative buy in the top five: one 30-second film, "Nomad Guide", accounts for all 150 spots. It sells the global account and investing abroad through a traveller exploring world cities, with a call to visit the "Nomad Guide" page of local tips. Two-thirds of the spots (100) ran on the GNT entertainment channel and the rest on the Band open channels, split 52% prime time and 48% daytime. Weekdays carry the weight (22 to 30 spots a day), and the weekend drops to 13 to 14, consistent with a professional, travel-planning audience.
Itaú: A Single-Film Surge
Itaú deserves its own reading because it is the biggest mover of the week: 126 spots against 15 in the previous period. Its five most aired creatives are, in order: “Todos Feitos” in its main cut (51 spots) and a 30-second cut (42) that started on 25 September, a tennis-sponsorship film (23), the “ia.i” artificial-intelligence assistant (4) and a Rock in Rio film (2). The two “Todos Feitos” cuts together add up to 93 spots, 74% of the brand's week, first aired on 22 September. Trade press describes the film as the launch of Itaú Personnalité's “Pra todos os seus feitos” brand line for its 30th anniversary, with a media plan across open and pay TV, digital, print and out-of-home.
Itaú — "Todos Feitos" main cut, 51 regular spots
Itaú's most aired creative, first aired on 22 September. Together with its 30-second cut (42 spots) it makes up 93 of the brand's 126 spots.
Across all its creatives Itaú's spots ran mainly on open TV (Globo, 64 spots, 51% of the brand's total) and pay news and sport channels (CNN Brasil 25, ESPN2 13, ESPN3 10). 53% of its spots ran in prime time, and frequency built through the week, from 3 spots on Monday to 22 on Wednesday and 37 on Friday.
The Itaú plan is the mirror image of C6 Bank's: many channels (10), a broad mix (68 open, 58 pay) and a ramp that starts on launch day rather than a flat line.
Brand Media Buying at a Glance
| Brand | Most aired creative | Top channels | Peak daypart | Segment mix of its five most aired creatives | Format |
|---|---|---|---|---|---|
| C6 Bank | Cartões (194) | Six entertainment channels, 73–78 each | Daytime (50%) | Financial product, branding | Almost entirely pay TV |
| Bradesco | No App Bradesco (116) | Six ESPN channels (227 spots) | Daytime (64%) | Financial product (Disney offer), branding | Pay TV majority (259 of 322) |
| Nubank | Nu Faz Valer (50) | Globo 56, SBT 32 | Prime time (54%) | Credit, financial product | Open TV majority (125 of 175) |
| Nomad | Nomad Guide (150) | GNT 100, Band 50 | Prime time (52%) | Financial product | Mixed (100 pay, 50 open) |
| Itaú | Todos Feitos (51 + 42) | Globo 64, CNN Brasil 25 | Prime time (53%) | Branding, financial product | Mixed (58 pay, 68 open) |
Social Media: Competitive Landscape
Activity This Week
The tracked social accounts of 21 fintech brands published 457 posts in the week, generating 126,859 interactions and an estimated 18.3M reach. Instagram Stories are counted for reach but their interactions are not reported.
| Brand | Posts | Interactions | Estimated reach | Interactions 14–20 Sep |
|---|---|---|---|---|
| Inter | 16 | 44,570 | 1,802,535 | 930 |
| Itaú | 66 | 29,053 | 2,582,054 | 5,871 |
| XP | 50 | 11,784 | 2,708,780 | 647 |
| BTG Pactual | 17 | 7,907 | 687,650 | 669 |
| Mercado Pago | 37 | 6,144 | 1,447,725 | not reported |
| Nubank | 32 | 5,606 | 2,437,625 | 2,451 |
| Nomad | 44 | 5,197 | 925,006 | 150 |
| Bradesco | 61 | 4,311 | 3,242,936 | 4,606 |
| Caixa | 2 | 3,333 | 232,643 | 2,924 |
| PicPay | 10 | 2,360 | 229,124 | 881 |
Two accounts explain most of the movement. Inter posted 16 times and collected 44,570 interactions (against 930 in the previous period), but 99.6% of that came from one Reel published on 23 September (44,391 interactions, about 1.34M estimated reach) that jokes about a "serious relationship" with one's financial life. Without that post, Inter's week would be ordinary. Itaú posted 66 times and reached 29,053 interactions, nearly five times the previous period (5,871), spread over a creator-led product film, tour coverage and the Personnalité anniversary content.
Followers
Itaú, Nubank and Caixa have the largest tracked audiences, and Nomad is the largest account outside the traditional banks thanks to its YouTube channel.
| Account | Followers (all platforms) | Platforms | Week change on Instagram |
|---|---|---|---|
| Itaú (@itau) | 3.89M | Instagram 1.39M, TikTok 2.50M | +360 |
| Nubank (@nubank) | 3.71M | Instagram 3.71M | +2,252 |
| Caixa (@caixa) | 2.68M | Instagram 2.68M | +1,738 |
| Bradesco (@bradesco) | 2.53M | Instagram 933K, TikTok 1.60M | +999 |
| Nomad (@nomad-global) | 2.46M | Youtube 1.66M, Instagram 450K, TikTok 351K | +1,610 |
| InfinitePay (@infinitepay) | 2.34M | Instagram 2.34M | +9,274 |
| Santander (@santander-brasil) | 2.22M | Youtube 1.04M, Instagram 1.18M | +299 |
| XP (@xpinvestimentos) | 1.97M | Instagram 1.97M | +1,801 |
| Mercado Pago (@mercadopagobr) | 1.60M | Instagram 1.60M | +4,981 |
| Banco do Brasil (@bancodobrasil) | 1.14M | Instagram 1.14M | +2,576 |
| Inter (@interbr) | 1.03M | Instagram 1.03M | +1,996 |
| BTG Pactual (@btgpactual) | 0.99M | Instagram 985K | +3,099 |
| C6 Bank (@c6bank) | 0.91M | Instagram 915K | +682 |
| PagBank (@pagbank) | 0.89M | Instagram 887K | -48 |
| PicPay (@picpay) | 0.88M | Instagram 880K | -159 |
Weekly growth on Instagram was small in relative terms for the large accounts, between +0.03% and +0.40%, while PagBank and PicPay lost a few followers (-48 and -159). InfinitePay added the most followers (+9,274, +0.40%), followed by Mercado Pago (+4,981) and BTG Pactual (+3,099). Nomad's YouTube channel (about 1.66M followers) grew about 10,000 in the week, +0.6%, the fastest relative growth of the large accounts. YouTube and TikTok counts are rounded by the platforms, so small changes may not show.
Formats and Engagement
| Platform | Format | Posts | Share of posts | Interactions | Interactions per post | Estimated reach per post |
|---|---|---|---|---|---|---|
| Story | 291 | 63.7% | not reported | not reported | 31,518 | |
| Reel | 109 | 23.9% | 109,498 | 1,005 | 58,951 | |
| Post | 26 | 5.7% | 12,396 | 477 | 71,700 | |
| YouTube | Short | 12 | 2.6% | 286 | 24 | 626 |
| YouTube | Video | 10 | 2.2% | 214 | 21 | 44,959 |
| TikTok | Video | 9 | 2.0% | 4,465 | 496 | 42,167 |
- Reels are the engagement format. Instagram Reels are 24% of posts but 86% of all interactions, with about 1,005 interactions and 59,000 estimated reach per Reel.
- Stories are the volume format. They make up 64% of posts and about half of the estimated reach, but generate no reported interactions.
- TikTok is thin. Nine videos in the week, about 500 interactions each, from only two brands' accounts.
Social Media: Content Strategies
The row of four shows the top content of the four most followed accounts with activity this week. Captions summarise each account's most reached pieces, up to five (Caixa published only two this week).
Itaú — 3.9M followers
Itaú's week mixes three jobs. A creator-led Reel and TikTok (24 September, about 329,000 and 124,000 estimated reach) explain the new "ia.i" financial assistant through a personal renovation story with a question-to-the-audience call to action. A TikTok from the Museu do Ipiranga (25 September) ties the brand to cultural sponsorship and draws the best interaction count of the five (980). Two Reels from the "Pacote Super Fã Itaú" concert experience (26 September) are event coverage with a Billboard media partner and barely register interactions (6 and 13). Format choice is Reel and short video first, and the reach comes from creators and events rather than from the brand's own feed.
Nubank — 3.7M followers
Nubank's social week is a product-tier launch: every one of its five most reached pieces supports "Nubank Croma", the mid-income tier launched in late July, with a five-common-questions explainer (Post and Story, about 216,000 and 101,000 reach), a lifestyle post with cashback of 0.8% on purchases and 5% on subscriptions, and a Story interview with the founder in partnership with a business news outlet. Posts reach about 216,000 people each and Stories about 100,000, but interactions are modest (626 and 237), which is typical of an explainer and FAQ approach: informative, not conversational.
Caixa — 2.7M followers
Caixa's account is a public-service channel. Its top content is the payment calendar of the Pé-de-Meia student programme, a graphic listing dates by birth month, which drew 3,333 interactions on about 160,000 estimated reach (an engagement rate of about 2.1%, interactions divided by estimated reach), plus a Story listing services and a WhatsApp contact. There is no product pitch, promotion or influencer content: value is delivered through information the audience needs on a specific date, and that utility angle produces the account's strongest interaction count of the week.
Bradesco — 2.5M followers
Bradesco's best content is the same film that runs on TV: a Reel (22 September) celebrating ten years of the "B.ia" assistant through a family story, which reached about 1.83M people with 837 interactions, the widest single-piece reach among the four accounts. The remaining four pieces cover its sponsorship of a Stock Car Pro Series stage in Brasília (26 and 27 September): a paddock photo, a podium post for the drivers it backs and two Stories with driver interviews. The account moves between brand storytelling and motorsport coverage, with no offers or calls to action.
Partnership context. Two partnerships shape the week's content. Itaú is the master sponsor of Rock in Rio's eighth consecutive edition (4–13 September) and Itaú's Personnalité anniversary content and concert experience continue the cultural-sponsorship thread. XP, whose Reels are not among the four accounts above, published NFL Rio Game content around the Baltimore Ravens and Dallas Cowboys match at the Maracanã on 27 September, where XP was a sponsor of the fan attractions; its Reels reached about 187,000 estimated people with 4,487 interactions.
Search / Keywords
How Organic Search Footprint Is Measured
Search volume is an estimated monthly demand, read from the latest reading available in the week for each brand and keyword. All figures here are organic; paid keywords are used only for the cross-brand buying analysis below. The "footprint" of a brand is the combined estimated demand of every tracked keyword it appears for, and it includes generic finance terms (exchange rate, tax portal, social security, Pix) as well as the brand's own name. A large footprint therefore means the brand is visible across finance-related demand, not that consumers search for the brand itself.
Organic Footprint by Brand
The table lists all 21 brands with a tracked organic footprint. The category's tracked organic footprint totals an estimated 221.0M monthly searches, against 218.5M in the previous period (+1.1%).
| Brand | Organic search footprint (est. monthly volume) | Tracked keywords | 14–20 Sep | Change |
|---|---|---|---|---|
| Caixa | 28.6M | 33 | 29.8M | -4% |
| Itaú | 28.5M | 168 | 29.2M | -2% |
| Wise | 26.9M | 131 | 26.9M | -0% |
| Banco do Brasil | 24.3M | 172 | 23.9M | +2% |
| Avenue | 18.2M | 228 | 17.6M | +3% |
| C6 Bank | 15.7M | 164 | 11.3M | +39% |
| XP | 12.7M | 196 | 12.2M | +3% |
| Nubank | 12.2M | 138 | 12.4M | -1% |
| BTG Pactual | 12.2M | 191 | 12.7M | -4% |
| Inter | 6.9M | 161 | 6.9M | -0% |
| InfinitePay | 6.2M | 190 | 7.0M | -11% |
| Neon | 5.6M | 202 | 5.4M | +4% |
| PagBank | 5.1M | 147 | 4.9M | +5% |
| Nomad | 4.9M | 204 | 4.9M | +1% |
| Bradesco | 4.8M | 56 | 5.0M | -4% |
| RecargaPay | 4.2M | 150 | 4.3M | -3% |
| AstroPay | 2.0M | 188 | 1.7M | +21% |
| Ademicon | 1.0M | 163 | 1.1M | -3% |
| PicPay | 0.7M | 55 | 1.1M | -39% |
| ARQ | 0.2M | 157 | 0.3M | -23% |
| Galápagos Capital | 0.0M | 32 | 0.0M | +28% |
Organic search footprint, estimated monthly searches (M = million)
- Caixa, Itaú and Wise have the largest footprints (28.6M, 28.5M and 26.9M), followed by Banco do Brasil (24.3M) and Avenue (18.2M). Caixa gets there with only 33 tracked keywords, so its footprint depends on a handful of very high-demand terms such as "dólar hoje" and "INSS".
- The most contested terms are "cdb" (six brands) and "di" (five), followed by a tier of four-brand terms that includes "dólar hoje", "Pix" and "Desenrola Brasil 2.0".
- Week-on-week changes are driven by a few terms, not by brand demand. C6 Bank rose 39% (11.3M to 15.7M) largely because the top of its keyword list changed: the "eCAC" tax-portal term (3.35M) and "CNPJ" (1.5M) now lead, where a "Receita Federal" term (2.74M) led before. PicPay fell 38.6% after a "Desenrola Brasil" term (368,000) no longer appears among its top keywords. Neither reflects a change in how many people search for the brand.
Cross-Brand Buying in Paid Search
Paid keywords containing another brand's name show who is conquesting whom. This week nine buyer-target pairs were visible.
| Buying brand | Target brand | Conquesting keywords | Combined volume of those keywords | Largest single keyword |
|---|---|---|---|---|
| Caixa | Inter | 3 | 351,500 | 201,000 |
| Banco do Brasil | Ademicon | 1 | 90,500 | 90,500 |
| Itaú | Caixa | 4 | 89,600 | 74,000 |
| Banco do Brasil | Inter | 2 | 24,700 | 18,100 |
| InfinitePay | PagBank | 1 | 4,400 | 4,400 |
| Itaú | Banco do Brasil | 1 | 1,300 | 1,300 |
| Wise | Inter | 3 | 680 | 480 |
| Bradesco | Inter | 2 | 400 | 260 |
| XP | Caixa | 1 | 170 | 170 |
- Inter is the most targeted brand, by four buyers: Caixa (3 keywords), Banco do Brasil (2), Wise (3) and Bradesco (2).
- Caixa's conquesting of Inter is the largest by volume: three keywords with a combined estimated volume of 351,500, one of them at 201,000.
- Itaú is the buyer with the most conquesting keywords (5, across two targets: Caixa with 4 and Banco do Brasil with 1), all with modest volume.
- Most pairs are small: eight of nine pairs involve keywords with under 100,000 combined estimated searches, so conquesting is opportunistic rather than systematic in this category.
TV Versus Search
Comparing the regular TV ranking with the organic search ranking shows two contrasting profiles. The table shows a selection of brands, ordered by regular TV spots.
| Brand | Regular TV spots | Organic search footprint | TV rank (of 25) | Search rank (of 21) |
|---|---|---|---|---|
| C6 Bank | 559 | 15.7M | 1 | 6 |
| Bradesco | 322 | 4.8M | 2 | 15 |
| Nubank | 175 | 12.2M | 3 | 8 |
| Nomad | 150 | 4.9M | 4 | 14 |
| Itaú | 126 | 28.5M | 5 | 2 |
| BTG Pactual | 111 | 12.2M | 7 | 9 |
| Banco do Brasil | 73 | 24.3M | 9 | 4 |
| Caixa | 57 | 28.6M | 10 | 1 |
| Wise | 0 | 26.9M | – | 3 |
| Avenue | 0 | 18.2M | – | 5 |
| Inter | 0 | 6.9M | – | 10 |
| InfinitePay | 0 | 6.2M | – | 11 |
- TV-heavy, search-light: Bradesco (322 spots, the smallest footprint of the eleven brands shown) and Nomad (150 spots, the second smallest) air heavily on TV but hold small organic footprints; the two rankings sit far apart. C6 Bank, the most aired brand, sits mid-table (15.7M).
- Search-strong, TV-absent: Wise, Avenue, Inter and InfinitePay aired no regular TV spots this week, yet Wise (26.9M) and Avenue (18.2M) rank in the top five for organic footprint.
- Reading caution: the footprint is dominated by generic finance terms rather than brand names, so it measures search visibility, not demand generated by TV.
- Balanced: Itaú (126 spots, 28.5M) and Banco do Brasil (73 spots, 24.3M) combine a TV presence with a large footprint.
Digital Advertising
Platform Presence
The tracked ad library shows 26 brands with active ads. All 26 advertise on Meta, and only Warren also appears on Google, in the tracked library. Coverage of Google in that library is limited, so the absence of Google ads here should not be read as the absence of Google advertising. Against the previous period no brand added or dropped a platform, so the week is stable in presence. Because ad counts in this library are incomplete, this section describes presence, creative content and offers, not volume or share.
TV and Digital Together
All five of the most aired TV brands are also active in digital ads, so the category shows no case of heavy TV without any digital presence.
| Brand | Regular TV spots | Digital ads active in the tracked library | Platforms |
|---|---|---|---|
| C6 Bank | 559 | Yes | Meta Ads |
| Bradesco | 322 | Yes | Meta Ads |
| Nubank | 175 | Yes | Meta Ads |
| Nomad | 150 | Yes | Meta Ads |
| Itaú | 126 | Yes | Meta Ads |
The most aired TV brands are therefore omnichannel by presence. Presence is a yes-or-no reading here; it says nothing about the weight of each brand's digital investment.
Creative Analysis
The latest ads in the tracked library for Banco do Brasil, Inter and PagBank date from late April and are still active, so those captions describe long-running creative rather than new launches.
The 1x4 row shows one representative ad from four advertisers chosen for having strong visual Meta creatives; they are not among the five most aired TV brands. Each caption synthesises the brand's last five ads, read from the ad text and from visual analysis of the creative images.
Banco do Brasil — free digital business account
Banco do Brasil's last five ads are one small-business story told three ways: turn your phone into a card machine ("Tap on Phone"), reconcile card-machine sales in one place ("spreadsheets are a thing of the past") and open a free, 100% digital business account in the app. The visual system is instantly recognisable: bright yellow and pink panels, blue headlines, smiling merchants and self-employed workers as protagonists, the logo top right. The offer is the free digital plan with unlimited Pix and a credit card without annual fee, and the call to action is "open now in the app". All five ads started in late April and are still running, which points to an evergreen acquisition line rather than a campaign.
Inter — money strategist
Inter mixes brand personality with merchant acquisition. Two ads are playful typographic posts in flat orange that reframe "mão de vaca" (stingy) as "money strategist", with a cow-and-hand emoji, no logo and no call to action, aimed at young, finance-conscious consumers. Two more are short videos on the same "Clube dos Mãos de Vaca" theme, and one Mother's Day ad on a dark background pushes "Inter Tap" for merchants. The distinctive choice is to advertise attitude first and product second, keeping the orange palette and rounded type as the only brand asset.
PagBank — Moderninha Smart 2
PagBank's five ads are one hardware promotion: the Moderninha Smart 2 card machine, sold on price and rate. The visual is a retail-promo layout with a yellow circle, a product shot and a "best rates" seal, with an offer of 12 instalments of R$ 16.34 and 77% off; the videos add "the cheapest in Brazil" and "ready to sell from day one" lines and speak to small merchants who already sell with a card machine. It is the most explicitly price-led of the four brands, with no brand-storytelling layer.
XP — Visa Infinite card
XP is the only one of the four with ads that started this week (23 to 25 September) and the only one aimed at high-income customers. Its creatives are dark or metallic, with the Visa Infinite card at an angle and yellow accents: up to 1.5% "Investback" and zero annuity, a dynamic limit for clients with R$ 30,000 invested, and a "Fast Pass" airport-boarding benefit. A monochrome tennis ad promotes presale access to the Rio Open, with a 6 to 12 October window shown. The call to action is "request my card"; the pitch is that everyday spending turns into investment.
Sampled ads. The captions draw on each brand's five most recent ads in the tracked library; the links open the creative files.
- Banco do Brasil: ad 1 (started 29 Apr), ad 2 (started 29 Apr), ad 3 (started 29 Apr), ad 4 (started 29 Apr), ad 5 (started 29 Apr)
- InfinitePay: ad 1 (started 25 Apr), ad 2 (started 25 Apr), ad 3 (started 25 Apr), ad 4 (started 24 Apr), ad 5 (started 24 Apr)
- Inter: ad 1 (started 29 Apr), ad 2 (started 29 Apr), ad 3 (started 29 Apr), ad 4 (started 28 Apr), ad 5 (started 28 Apr)
- PagBank: ad 1 (started 29 Apr), ad 2 (started 27 Apr), ad 3 (started 27 Apr), ad 4 (started 27 Apr), ad 5 (started 27 Apr)
- XP: ad 1 (started 25 Sep), ad 2 (started 25 Sep), ad 3 (started 24 Sep), ad 4 (started 24 Sep), ad 5 (started 23 Sep)
A fifth profile: InfinitePay. InfinitePay's latest ads are all videos with the same copy: "use your phone as a card machine, totally free, and you do not even need a CNPJ". The message matches the Banco do Brasil, Inter and PagBank ads, which makes phone-based acceptance the dominant merchant proposition in the library this week. XP is the outlier, with a premium retail-investor card.
Cross-brand reading. Four of the five profiled advertisers sell to merchants, and three of them do it with a "free" or "lowest price" hook. Consumer-facing ads are scarcer among these brands and lean on personality (Inter) or premium perks (XP). The four sampled advertisers exclude the five most aired TV brands, so this is not a like-for-like comparison with them, and their consumer credit and yield messages (Nubank's payroll loan and Caixinha Turbo, Bradesco's Disney offer) do not appear in this sample.
News & Market Context
Macro and Rates
- Interest rates: the Central Bank of Brazil cut the Selic rate by 25 basis points to 13.75% on 16 September, the fifth consecutive quarter-point cut this year, according to its published rate history. Headline inflation was still above the 4.5% ceiling of the target range. Falling rates may help explain the credit messaging seen on TV this week (Nubank's payroll loans), although the data cannot confirm a link.
- Listed fintechs: six New York-listed Brazilian fintech stocks fell as much as 8.6% between 14 and 18 September after a broker downgrade of Nubank on 16 September and the first US rate rise in three years, per Rio Times. In the same week Nubank's regular TV spots rose 24%; the data does not show whether the two are related.
- Pix: the instant-payment system handled nearly 80 billion transactions in 2025, with about 148 million individuals and 12.8 million companies using it, per the Central Bank. "Pix" is one of the keywords that four brands share in organic search.
Brand Launches and Campaigns
- Itaú Personnalité launched "Pra todos os seus feitos" for its 30th anniversary, created by Galeria.ag with a Tears for Fears soundtrack and a plan across open and pay TV, digital, print and out-of-home, per Janela. This is the campaign behind the “Todos Feitos” spots.
- Nubank Croma, a mid-income tier between the classic and Ultravioleta segments, was announced on 28 July with a platinum card, 0.8% cashback, 5% on streaming subscriptions and a Caixinha Turbo yielding 120% of the CDI, per Nubank. The tier is rolled out gradually and still dominates the brand's social content.
- C6 Bank continues the Gisele Bündchen platform it began five years ago, with 2026 films for the global account and the private-banking segment created by Tech & Soul, per Propmark.
Events
- Rock in Rio ran on 4–7 and 11–13 September; Itaú was master sponsor for the eighth consecutive edition (Rio Times). Only two Itaú spots referred to it this week, so the festival's TV pressure had ended.
- NFL Rio Game, 27 September, Maracanã: XP sponsored fan attractions (Rio Times), and its Reels around the match reached about 187,000 estimated people with 4,487 interactions.
- Stock Car Pro Series, 9th stage, Brasília: the Bradesco-branded stage on 26–27 September explains Bradesco's social output at the weekend.
- Elections: the first round of the general election is on 4 October, and free electoral airtime on TV and radio runs from 28 August to 1 October (ASCOA). Advertisers may face tighter open-TV inventory in this window, but this report cannot show a causal link with any brand's spot volume.
Synthesis
Three threads connect the data to the context. First, rates and credit: a falling Selic and a nervous listed-fintech market coincide with Nubank pushing payroll credit on open TV. Second, anniversary and launch campaigns: the Itaú spike is launch-driven, which is why it stands out against a flat category, while Nubank's rise reflects an ongoing credit and yield campaign rather than a launch. Third, events and sponsorship: Bradesco, XP and Itaú all build social content from sponsored properties (motorsport, the NFL, concerts), while the TV plans are separate.
Conclusions & Key Findings
TV
- The category is concentrated and stable. Three brands hold 51% of 2,073 regular spots, and the total is 3.0% below the previous period. The main change is not a market-wide shift but one brand: Itaú.
- A new film can change a brand's position in a week. Itaú's rise from 15 to 126 spots is one creative (93 spots) on a ramp across 10 channels.
- Media mix is a brand's identity. C6 Bank is pay TV, Nubank is open TV, Bradesco is daytime sports channels and Nomad is one film on one entertainment channel. Two brands with similar spot counts (Nomad 150 and Itaú 126) show opposite structures.
- Advertising leads with products. 63% of spots present a financial product and 1% are classified as promotions, although Bradesco's Disney instalment offer (222 spots) is an offer in substance, so promotions are probably undercounted.
Social
- A single post can define a brand's week. Inter's Reel supplied 99.6% of its interactions. Category-level engagement should be read together with post-level distribution.
- Reels carry engagement, Stories carry reach. Reels are 24% of posts and 86% of interactions.
- Utility content earns interactions. Caixa's payment-calendar post reached 3,333 interactions and an engagement rate of about 2.1% with no product message.
Search
- Search footprints and TV ranks do not line up. The largest organic footprints belong to brands with little or no regular TV (Wise, Avenue), while Bradesco and Nomad have heavy TV and small footprints.
- Conquesting is small, and Inter is the most targeted brand. Four brands bid on Inter's name; by volume the largest pairs are Caixa on Inter and Banco do Brasil on Ademicon.
- Footprint changes are noise unless traced to keywords. C6 Bank's +39% and PicPay's −39% are explained by a few generic terms entering or leaving the tracked set.
Digital
- Meta is the shared platform. All 26 brands are active on Meta and no platform change occurred against the previous period.
- The phone as a card machine is the shared message. Four of the five profiled advertisers push the same merchant proposition, most with a "free" or "cheapest" hook.
Watch List for the Next Week
- Whether Itaú keeps “Todos Feitos” above 100 spots or falls back after the launch ramp.
- Bradesco's Disney offer: 222 spots this week, down 25% overall from the previous period.
- The end of free electoral airtime on 1 October and the 4 October first round, which may release or tighten open-TV inventory.
- Nubank Croma's continued social push and any TV extension.