The attraction starts on January 8th with Big shares sold to the brands Mercado Livre, Stone and Seara, each for R$ 114.3 million
Big Brother Brasil’s numbers are impressive in its 22 years of being shown on Rede Globo. The reality show, scheduled to premiere on January 8th and end on April 16th, reached 145 million people this year, observing those confined in the so-called most watched house in Brazil.
On all the broadcaster’s platforms, equivalent to 70% of the population. There were 5.8 million searches on Google in the first half of the year and more than 200 thousand news items citing the BBB in the period. On the closed channel Multishow, 25 million people tuned in. In G1, growth was 87%. And on Globoplay the content to which users allocate the greatest number of hours.
For no other reason than the BBB has become an object of desire for advertisers looking for space so as not to be left out of the focus of the massive audience. Globo’s main attraction in the first four months and, without a doubt, of its commercial year.
In this edition, the Big quota, as detailed in the project sent by Globo’s advertising business division to agencies and advertisers, was negotiated for R$ 114.672 million, plus R$ 2.9 million in rights and connections, for Mercado Livre, Stone and Harvest. Camarote, for R$87.4 million, plus R$1.4 million in rights and connections, for Downy, Esportes da Sorte, Amstel, Chevrolet and Rexona. Brother, traded for R$ 20.6 million plus rights and connections (R$ 943 thousand), acquired by Engov, Ademicon, McDonalds, CIF and Latam. The Tops got Pantene (Confronto, always on Mondays, Wednesdays and Sundays) for R$42.609 million plus R$1 million in rights and connections; and iFood (Decisions, on Tuesdays, Thursdays, Fridays and Saturdays), for R$42.258 million plus 1 million rights and connections.
Globo also sold Dinmicas combos: Mercado, to Eletrolux; Prize, for Stone; Almoo do Anjo, for Mercado Livre; Cinema, for Oi; Leader’s Boost, for Kwai and the Leader’s Treat is still available.
In the Segment area, the Rexona brand was left with Deodorant; Delcia and Nestl acquired T on Table 1 and 2; Pantene got Cabelos; Chevrolet, with Automotive; and iFood, with snacks.
The Dinmicas combo generated great revenue for Globo. The values are: Market (R$35.8 million); Lunch of the Angel (R$ 37.1 million); Cinema (R$34 million); Prize (R$45.1 million) and Leader’s Boost (R$33.7 million).
In Segments, the Hair combo cost R$ 12.4 million, plus R$ 1 million in rights and related rights, not including production; OT na Mesa was sold for R$11.6 million, plus R$1 million in rights and connections, without production; Deodorant cost R$9.7 million, plus R$672.2 thousand in rights and connections, without the costs of producing the content; the price for Automotive was R$9.8 million, plus R$1.3 million for rights and connections, with part production costs. The Combo Snack cost R$ 10.4 million, plus R$ 946.6 thousand in rights and connections.
The unprecedented quota for the electric brush is being offered for R$9.7 million, plus R$657.2 thousand, plus rights and connections, without production included. Licensing and influencer squads are also in the proposal sent by Globo. Brands will be able to use the program’s assets through influencer licensing. It is worth remembering that, in this case, both the hiring of influencers and the production of content are 100% the responsibility of the client, highlights the broadcaster’s document.
Read the full story in the December 11, 2023 edition
