Brand actions were responsible for the increase in conversations about the program on social networks
The 23rd edition of Big Brother Brasil is the one with the largest number of sponsors in the history of the reality show. With the arrival of the BBB23 final, with Amanda, Aline and Bruna Griphao competing for the prize, the edition totaled 13 brands exposed over the 100 days of the program.
This year, Amstel, McDonald’s, Pantene, QuintoAndar and Seara renewed the partnership, while Ademicon, Downy, Hypera Pharma and TikTok evolved from content actions in the 2022 edition to sponsorship in 2023 and Esportes da Sorte, Mercado Livre, Pague Menos and Stone were the newcomers of the edition.
In addition to the sponsors who occupied the three main quotas — Big, Camarote and Brother —, the program also had 40 advertisers in content actions, representing an increase of 38% in relation to BBB 22.
According to Globo Tracking, a tool that analyzes public behavior and consumer perception in relation to brand content actions in the program, brand actions were responsible for increasing conversations about the program on social networks, resulting in a 4,200% growth in up to three days after an action on the house.
In linear TV, the retention potential of brand messages surpassed 92% and 93% of consumers stated that they considered the brands present in the program to be great or good; 74% usually recommend the advertised products and services to other people and 74% also stated that they intend to consume products and services from a brand present in the reality show.
The break time was also an important means of connecting with consumers during the program, recording that 64% of viewers remained tuned in and 26% searched the internet or social networks for information about what they were watching.
BBB on the multiplatform Globo
The program also had results in other products of the broadcaster, other than open TV. At Globoplay, BBB 23 was the main product in the first quarter, generating a significant increase in the subscription base and streaming consumption.
Since the premiere of the reality show on January 16, the program has continued to be the most viewed content on the platform.
In addition to all the episodes in full, the public could check out the editions of “Click BBB” and “Bate-papo BBB”, content created and curated especially for Globoplay users. Subscribers also had access to 11 live cameras and a mosaic with a simultaneous signal to monitor the routine of participants in the most watched house in Brazil.
The program was also the leader in the audience in the live broadcasts of Globo and Multishow available on the platform.
At gshow, it was no different and the 23rd edition moved the platform, resulting in three times the number of daily users on the portal, when compared to the pre-reality period. The offer of content on the site included voting to decide the course of the game, interviews on ‘Bate-Papo BBB’, the podcast and mesacast of ‘BBB Tá On’ and ‘Live do Líder’.
In addition, gshow also offered ‘BBB Today’, which consisted of an agenda with everything that was going to happen at the house that day, the ‘Participant’s Page’, with information about the brothers and sisters, in addition to coverage of the dynamics, parties and exams.
Meanwhile, g1 registered almost 10 million pageviews between January 1st and April 15th, with publications about the BBB representing 84% of the audience of the “TV and series” section, between January 23rd and April 15th.
On social networks, BBB23 has accumulated more than 58 million tweets since its debut, representing almost 90% of matters related to Globo on Twitter until April 23. In all, more than 2 million viewers commented on the most watched house in the country, taking the hashtag #BBB23 to eighth position in the most commented subjects on the social network.
edition audience
In total, the average audience of ‘BBB 23’ was 19 points, with a 40% share in the National Television Panel, a growth of 31% (4 points) in audience and 8 points in share compared to the average of slot in the weeks prior to the premiere of the reality show.
In São Paulo the average was 19 points and 39% participation, and in Rio de Janeiro 22 points and 42% participation.
(Photos: Globo/Paulo Belote/ Disclosure)
