Throughout the chapters, 8 brands have already taken actions integrated with the plot narrative; another 3 should enter over the next episodes
The remake of the soap opera Pantanal reaches its hundredth episode with all spaces for content actions already occupied. The result shows that Globo’s high investment in the plot, with a large number of insertions, calls on the grid and connection with other programs of the broadcaster, has had an effect both from the commercial aspect and from the generation of conversations.
Since the beginning of the telenovela, brands such as Vivo, Banco BV, Casas Bahia, Coca-Cola, Flash Benefits and Itaipava, in addition to Dove and Rexona, from Unilever’s portfolio, have mixed with the narrative, in actions woven between advertisers, agencies and Globo’s dramaturgy nucleus.
Until the last chapter of the story, viewers should see the return of some of these brands and even new projects with OMO, Cif and Comfort, all from Unilever.
“The telenovela conquered the public and the advertising market with a great potential for engagement. Characters and plot have become topics and generated conversations in real life and on social networks, which reiterates the ability of Globo’s stories to reverberate in the daily lives of Brazilians” , says Manaíra Novis, advertising products manager in Canals in the dramaturgy area at Globo.
The plot has registered 29 points of average audience in the PNT (National Television Panel), from Ibope Kantar Media. A number that would be considered bad in other times of TV, but now seems to cheer up the market.
This is because, in addition to content projects, commercial breaks have become a highly requested space with the serial, especially for the launch of strategies.
This was the case, for example, with Banco BV, in an action that marked the return of Dona Lurdes, a character in ‘Amor de Mãe’ to the screen, and with Eisenbahn, with a campaign about spinning the bottle unfiltered.
“It has been interesting to follow the way in which agencies and advertisers have found, in the intervals between the soap operas, a way to establish a relationship with consumers”, adds Novis.
Currently, the full table value of each insertion in the intervals during the soap opera is R$ 877.9 thousand, price was readjusted in March, according to data obtained by PROPMARK. At the beginning of the year, it was R$ 843.5 thousand, which represents an increase of 4%. Disbursements, however, vary with each trade.
