Reality debuts this Tuesday (3) with three sponsorship quotas, licensing packs and the promise of a more ‘wild and extreme’ program
A week after the BBB 22 final, Globo debuts this Tuesday (3) another edition of No Limite, a reality show that will have Fernando Fernandes as presenter, replacing André Marques, and a casting of participants formed only by anonymous – different from last year’s program, with ex-BBBs only.
In an attempt to at least maintain the audience left by the BBB, the broadcaster is betting on a much more ‘wild and extreme’ program, as the director of No Limite, LP Simoneti, said during a press conference to launch the reality show.
From the sponsorship point of view, Globo made available three quotas – Terra, Água e Fogo, whose values in the media plan are, respectively, R$ 11,149,654, R$ 21,185,589 and R$ 27,325,716 – per being two shares of each, the value reaches R$ 119 million. So far, Globo has negotiated quotas: with Jeep and Lacta.
Deliveries are divided into three platforms – Globo, Multishow and GShow. At Multishow, the station offers publicity calls during the week, reruns (with sponsorship and content actions) and the program A Eliminação.
On Globo, the flagship of the reality show, live flashes are planned throughout the program, the exhibition of No Limite on Tuesdays and Thursdays (with sponsorship and content actions), and A Eliminação, on Sundays. On GShow, deliverables are sponsorship media, smart media, advertising space, branded posts, in addition to YouTube.
The plan also includes ad services, such as Globo Tracking and Share of Mind. The first is an assessment of the effectiveness of a content action and direct attribution to the program. Share of Mind, on the other hand, is a variation in brand perception and retention in a given period evaluated.
Only the Fogo quota is entitled to both services, two for tracking and two for share of mind. Water has three of Globe Tracking and Earth has two.
Another bet will be the licensing packs – for use in digital (R$ 255 thousand), brand licensing on other platforms (for use in TV, POS and OOH pieces) (R$ 127,625.00), brand licensing for influencers (R$ 153,150.00) and image licensing of participants within the program (R$ 565,000.00).
Survival
According to the media plan, the theme of No Limite is considered interesting by 42% of the audience surveyed by Globo Tracking. In addition, 39% said the program’s call had sparked interest, and 37% said they liked the participants.
The broadcaster also highlighted that out of ten Brazilians, seven evaluate the program as great. In relation to the best evaluated characteristics of the program, the dynamics of the tests continues to be the preferred one, with 78%, while the exhibition time (74%) and the participants (72%) appear next.
Regarding engagement, the plan highlights that 63% of people followed what was being said about No Limite on social networks, and 53% searched the internet for more information about the reality show. Globo also stated that eight out of ten people believe that No Limite is an important showcase for brands.
