Chosen as Vehicle of the Year by the Best of PROPMARK, the station celebrates the good results of attractions, such as the soap opera Pantanal
The year 2022 will be marked by Globo as a year of good results in advertising dramaturgy. The most talked about soap opera of the year, Pantanal attracted the audience, generated conversations with the public and, consequently, caught the attention of advertisers. Vivo, Banco BV, Casas Bahia, Coca-Cola, Dove and Rexona were some of the brands that appeared during the plot, written by Bruno Lauperi, grandson of Benedito Ruy Barbosa, creator of the story.
In the 2022 elections, the station was the stage for the last and decisive debates for governors and the president. In sports, the highlight is the World Cup in Qatar, one of the main sporting events on the planet. Some audience figures we surpassed were 20 years old. This shows the strength of TV Globo’s programming, the public’s confidence in our work and our vitality for the years to come, said Amauri Soares, director of TV Globo e Afiliadas.
J Manzar Feres, director of integrated advertising business at Globo, believes that the results show that soap operas, entertainment, sports and journalism programs have already become part of the routine of Brazilians. As she says, this is a relevance that adds very high value to brands.
For this reason, we have invested in the development of solutions and initiatives, linked to our stories, capable of raising people’s consideration for brands to another level, he said. The quality of the actions we develop together with agencies and advertisers, whether in the plot or in the commercial breaks, prove this evolution, added the executive.
Regarding commercial packages, Manzar says that the active listening that the company maintains with the market allows it to innovate, with different possibilities for brands to talk to their consumers. A job that is reflected in the excellent acceptance of projects such as BBB, National Football and the World Cup, all with a record number of sponsors in 2022, he highlighted.
One of the channel’s novelties for this year was Vem que Tem na Globo, which combined music, games and shopping opportunities, one week before Black Friday. Globo’s idea was to allow brands to anticipate offers in a busy period, such as the World Cup. Americanas, Banco Next, ticas Carol and Whirlpool were the partner brands of the program.
Vem que Tem at Globo was an opportunity for brands to engage Brazilians, through the strength of quality content with high potential for reverberation, generating potential for them to work on their strategies for the complete funnel: awareness, consideration and convert, he said.
Now, thinking about the coming year, Amauri Soares said that Globo will have the Women’s World Cup and the Brazilian Women’s, in addition to the return of Libertadores da América, after two years on SBT. There will be seven soap opera premieres and 11 series or miniseries. We will also have the return of No Limite, she said.
Regarding PROPMARK’s recognition, Soares says he is proud. the most important return for us, from TV Globo. The Brazilian public is our origin, our objective and our inspiration. That’s why we were very happy and honored with the choice, he said.
For Manzar, the choice reflects the effort to create the best experiences for people, bringing quality content to Brazilians and innovative business solutions to our commercial partners, he says.
