Abert fights for legal approval of remuneration to broadcasters by platforms; Connected TV and streaming present more options
The TV medium (open and closed) is the largest ecosystem to house brand advertising, with annual revenue, according to Cenp Meios, from January to September 2023, of R$6.8 billion and around 45% of share, according to the audited IPs of 325 agencies. Hegemony will continue, despite the growth of other channels. However, there are challenges, especially the omnichannel concept that includes streaming, connected TV and 3.0.
At Record, commercial superintendent Alarico Neves says that the 2024 agenda brings news. We have already started the year once again by investing in the biggest regional football championship in the country, Paulisto. And during 2024, Record is also preparing the second edition of the reality show A Grande Conquista and the 16th season of A Fazenda. We will have news such as another season of the series Reis, in addition to the new series Rainha da Prsia. Tom Cavalcante will present the Brazilian version of the Still Standing format. We will invest a lot in journalism and in PlayPlus. Right at the beginning of the year comes the series of Doc Investigao reports on streaming and then on TV. For all these attractions and others that we will announce soon, our multiplatform commercial team prepares attractive ways of attracting business and advertising opportunities in our programming.
Naves says more: In 2024, we are focused on further strengthening our main multiplatform, linear, online and streaming channels, relying even more on data, which makes it possible to map our viewer’s journey, providing increasingly innovative business solutions for our market.
This Monday (8) Globo brings its main attraction of the first four months, the reality show BBB. On the 22nd, the remake Renascer arrives. Manzar Feres, director of integrated advertising business at the broadcaster, states that the reinterpretation of Renascer emphasizes Brazil.
Soap operas have been showing strong growth in digital consumption on Globoplay: from January to November this year, we had a 117% growth in consumption of soap operas on TV Globo’s digital signal. This means that brands have a great opportunity to segment their campaigns within a specific target in the break of soap operas shown live on Globoplay. This multiplatform action will be present in several other projects, such as Carnival, which this year has a new format with much more space for brands to participate in the big party, the Paris Olympic Games, the European Championship and the Copa América. In the second semester, we will have the premiere of a new musical reality show, also under the command of Boninho, which will be daily, live, with developments on several screens. It is, without a doubt, one of our big bets for 2024.
Read the full story in the January 8, 2024 edition
(Credit: Photo by Glenn Carstens-Peters on Unsplash)