SBT launches a new multiplatform campaign to promote “The Noite”, presented by Danilo Gentili. The program remains second in audience ratings in Greater São Paulo and also stands out on YouTube, surpassing international talk shows such as Jimmy Kimmel and Jimmy Fallon.
The campaign comes from an analysis on the Social Blade platform, analyzing that, last year, the channel “The Night with Danilo Gentili” had a higher average daily views than the American programs “The Tonight Show Starring Jimmy Fallon” and “ Jimmy Kimmel Live!”, accumulating 1.2 billion views between September 2023 and September 2024, which represents 70% more than Jimmy Fallon’s channel and 71% more than Jimmy Kimmel’s, according to data from Social Blade*.
In comparison to Brazilian products in the same period, such as podcasts and videocasts, important titles in the scene, PodPah registered 473.3 million views; Intelligence Ltda with 331.3 million views; and Flow Podcast with 191.7 million views**.
The new campaign will be broadcast nationally, starting on October 21st, and will feature a broad advertising strategy, which includes digital media, OOH and proprietary media in various spheres.
Unlike popular podcasts in Brazil that are limited to digital format, “The Noite” has a significant presence both on television and online, which provides a greater and more diverse reach to the public.
On open TV, the talk show has maintained second place in the general ranking of audiences in Greater São Paulo and has more than 200 leaders in the program’s average.
“’The Noite’ leadership on YouTube, along with its presence on television, makes it a strategic choice for advertising investments. The idea of the campaign is to show, through the effectiveness and reach of the program, the ability to surpass both the most famous competing TV programs in the world, and the most popular podcasts in Brazil, making it an attractive platform for commercial campaigns”, he states. Priscila Stoliar, Head of Marketing at SBT.
*Source: Social Blade – Comparison between the channels ‘The Noite with Danilo Gentili’ – ‘The Tonight Show Starring Jimmy Fallon’ and ‘Jimmy Kimmel Live!’ – Metric: Views per month – September 2023 to September 2024.
**Source: Social Blade – Comparison between the channels ‘Podpah’, ‘Inteligência LTDA’, ‘Flow Podcast’ and ‘The Noite’ – Metric: Views per month – September 2024.
