The 9th edition of the reality show will have three months of airing and several spaces for advertisers from the most diverse segments.
SBT announced the 9th season of BAKE OFF Brasil Mo na Massa, the channel’s culinary reality show. With the premiere scheduled for August 2023, the program will have 19 episodes filled with challenges to the participants. Presented by Nadja Haddad, the reality will follow the competition of 18 amateur confectioners, who will have to show their culinary talents to the renowned judges Beca Milano and Giuseppe Gerundino.
Aired between August 12th and December 23rd, the program will also have spaces for brands that want to be part of the history of pastry chefs. In total, the reality has a menu of two options, one more complete and the other smaller.
In the NET quota, the brand will be entitled to 234 insertions, of which 152 featured headlines, 37 passing vignettes, 37 commercials, 4 testimonial actions, 4 product placements, in addition to digital deliveries with 19 live openings and 10 million impressions. As for the SPI quota, brands will have 37 passing vignettes, 37 commercials and 4 million impressions on digital.
“Bake Off Brasil Mo na Massa offers a perfect environment for the integration of brands in an organic and authentic way, creating an engaging experience. Brands can take advantage of the program’s popularity and affinity with the public, increasing visibility and strengthening recognition. of the brand contextualized to its content”, said Mayra Hassano, Head of SBT Solutions.
The new season, which will be shown on Saturdays at 10:30 pm, promises to be bigger than the last one, which reached 26 million households and 46 million individuals in Brazil*, making the product second nationally in the time slot, with 5% more audience than third place.
The program also added 3.8 million viewers per minute in the country, leading the audience among the culinary realities of the period, in addition to having the loyalty of 48% of its audience, with an average of 50 minutes watched per episode.
The saga of the participants can be followed both on the broadcaster and digitally, on the broadcaster’s official channels and profiles, which total more than 2.4 million subscribers and more than 5 million hours watched in 2022.
“The program has a loyal and engaged audience, offering great reach and visibility for brands that seek, in addition to boosting their sales, an emotional and special connection with their consumers. cuisine, valuing amateur talent and its family appeal, highlighted Luciana Valrio, Commercial Director of SBT:
For the partner brands, the program also presents itself as an enabler of integration with the public, for example, 14.6 million viewers have already stated that they like to try new food products, showing that the reality show is an opportunity for visibility for the brands that want to put their products as part of the ingredients of the recipes. In addition, the market and retail segment can be inserted as the show’s e-commerce, with the cast making purchases online or receiving the order during the broadcast, since 10.1 million viewers said that buying online makes it their lives easier.
Finally, the electronics and small appliances sector can be contemplated with opportunities for brands to make their products available for a prolonged period of time during the episodes, since 12.8 million people stated that they intend to buy a device in the segment in the next 12 months.
Other segments, in addition to other merchandising actions and formats, can also be included in the new season, just get in touch with SBT’s commercial team.
The data mentioned in the text is sourced from Kantar IBOPE Media Instar Analytics Household and Individual Data (Rat%, Cov%, Fid%, ATS and Adh%) Complete RM (15 squares) August/2022 to December/2022.| Audience data: RM Extrapolated according to EDTV 2023 / Reach data: RM Extrapolated for all of Brazil according to EDTV 2023 and Atlas de Cobertura SBT. | Compared with Masterchef Amadores, Masterchef Junior, Masterchef Mais, Master Chef Professionals and The Chef shown in the period from August/2022 to December/2022.
