A study carried out by Vert.se Inteligência Digital also brings the brands that have been most engaged on the networks since the beginning of the reality show.
New to the BBB, Stone has so far been the brand that has generated the most buzz on social media. That’s what the survey carried out by Vert.se Digital Intelligence pointed out.
Since the program’s debut, according to the company, this edition’s sponsors have fluctuated in the volume of mentions on the networks, with Stone (10.6 thousand mentions) and TikTok (7.9 thousand mentions) in front, managing to generate the highest number of mentions buzz (see below for full picture).
However, one of the highlights of the study was Americanas, which, last month, announced a loss of millions in the company’s coffers, which led Americanas to file for judicial recovery. With the situation, the brand announced that it would no longer sponsor the BBB 23.
The survey showed that, in the week of January 16, there were more than 17,000 mentions of Americanas in the context of the BBB, however, with conversations more focused on the company’s crisis.
In 2022, Americanas was the brand most remembered by the audience, after its participation in Big Brother Brasil. In 2023, even with the announcement of a financial gap and a significant drop in shares, the brand continued to be ‘strongly linked’ to the reality show.
As Vert.se noted, more than 26,000 mentions were made of Americanas just the day after the discovery of the billionaire gap, on January 12, with a weekly average of approximately 2,000 mentions per day.
When the brand made its exit from the program official, the announcement about who would occupy the BBB 23 master sponsor quota remained strong on social networks, even with Americanas in the spotlight.
Despite Magalu having entered the dispute, Mercado Livre officially declared itself as a debutant in reality, however, the announcement generated engagement considered timid by the company.
