Olympikus, Instagram and Gol also stand out in the ranking.
According to the YouGov BrandIndex, Grupo Globo was the big winner in the ‘Brazil Advertiser of the Month’ ranking in June, with two of the group’s brands registering growth in their advertising effectiveness. Among the almost 450 products and services analyzed, the platform streaming Globoplay and TV network TV Globo saw the biggest increases in the “Advertising Awareness” indicator. The index measures how many people remember seeing a brand’s ad recently. From May 26 to June 20, between the highest and lowest performing days, the brands saw increases of +9.75 and +8.8 points, respectively.
Third place went to the sports footwear retailer Olympikuswith an increase of +7.25 points in its indicator during the period. Fourth place went to the social network Instagram, with +6.42, while the airline Gol reached fifth place with an increase of +6.3.
The other Top 10 on the Advertiser of the Month list were the platform streaming Amazon Prime Video (+5.37 points), the restaurant chain KFC (+5.25), the bookmaker Betano (+5.18), the brand of fast food Burger King (+5.16) and the airline Latam (+5.08). On the other hand, the hair product lines Seda and Pantene stood out in June for presenting the biggest drops in Advertising Awareness (-10 and -7.5 points, respectively).
(Photo: Disclosure/YouGov)
Globo and Globoplay’s performance on social media
David Eastman, YouGov’s general and commercial director for Latin America, analyzes the performance of the two brands that won the Advertiser of the Month ranking. According to him, the social networks of TV Globo and Globoplay have a similar composition: the vast majority of their posts are highlights of the programs, films and content that they broadcast to the public. While TV Globo’s accounts tend to have a substantially higher number of daily posts, Globoplay’s platforms have a much freer tone. This is because they frequently share memes, compilations and photo galleries.
“Both platforms also often announce new projects and additions to their catalog in advance on social media. TV Globo shares monthly programs, live broadcasts and featured content in a playlist, as well as promoting special events with exclusive posts. Globoplay does the same, usually through themed video playlists, separating content into multiple videos according to genre (e.g., soap operas and documentaries),” shares Eastman.
In addition to its equality promotion strategy, the CEO believes that one project may have had a special impact on the growth of Globoplay’s advertising Awareness rating. On the occasion of LGBTQ+ Pride Month, the platform streaming premiered the special “Pride Talks,” a social experiment/documentary that was heavily promoted on social media throughout the month. The show, as well as additional related content, may have benefited from interest in LGBTQ+ topics in June, propelling the brand to the top of the ratings.
(Photo: Disclosure/YouGov)
Methodology
YouGov BrandIndex collects data on thousands of brands every day. A brand’s Advertising Awareness is based on the question: “Which of the following brands have you seen an ad for in the last two weeks?” Data from surveys of adults aged 18 and over living in Brazil from May 26 to June 20, 2024. The Advertising Awareness score is based on a four-week rolling average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period.
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