Globo enlists 16 sponsors for regional broadcasts and Band brings Amazon, PagBank, Dorflex, Itaipava and TIM to its schedule
Joy is the fuel that powers Carnival. Is life! Why take time off during the festivities if the atmosphere of samba, sweat and beer fuels the soul, anyway? And it goes until Ash Wednesday when, in theory, the laughter and joy of the place return to routine. But no! There’s still the Parade of Campes in Rio and So Paulo, Bacalhau do Batata, Galo da Madrugada and insistent blocks like whoever wants to continue the drumming in the kitchen that Sinh really wants.
Does the year start after Carnival? For many, it’s just a catchphrase because most of the business in the first quarter is consolidated at the end of the old year. But of course the focus becomes greater, as Fernando Guntovitch, founder and CEO of The Group, explains. This time is used for planning, relationships, new business and learning, as at NRF, for example, he summarizes, which did not stop the agency in 2024. We are active because the calendar of events is busy and the demand for actions needs to be increased.
Guntovitch draws attention to businesses that are consolidated in the summer, mainly in the tourism, beverages, gastronomy and services segments. From the street vendors with ice water and hot dogs provided for the block crowd, to the sophisticated pleasures that ease budgets. Carnival, in short, is big business. And advertising and live marketing keep pace, he emphasizes.
In 2023, according to the National Confederation of Commerce in Goods, Services and Tourism (CNC), the festivities generated more than R$8 billion in the country. The Brazilian Association of Bars and Restaurants (Abrasel) projects revenues up to 15% higher than last year, highlights Paula Sauer, economist, specialist in financial education and economic psychology, professor of economics and behavior at ESPM.
The festivities bring benefits to those who work directly with the preparations for the event, such as the professionals involved in the production of parades, blocks and processions, in different sectors such as music, design, advertising, marketing, choreography, film, TV, video, radio, photography, seamstresses, samba dancers, artisans, suppliers of products for making costumes and floats, among others. Job creation is also boosted by temporary vacancies. Attendants, cooks, waiters, cleaning professionals and entertainers, among others, are roles in greater demand. It is estimated that 25,400 temporary workers will be created across the country. The creative economy at Carnival impacts an entire business chain, which includes everything from accommodation, bars, restaurants, supermarkets, private parties, show production, the clothing industry, customization of abbeys and mobility services, airlines, breweries, even applications, intercity buses and car rental, says Paula.
If it is not possible to be in person at Galo da Madrigada, which has Reginaldo Rossi as its theme this year, or take a stroll at Bloco da Anitta, which is also the muse of Camarote N 1, and at live parades on avenues across the country, the media solves this. With the motto On the TV screen among these people, we will see ourselves on Globo, the broadcaster is scheduled for Momo’s date in 2024. This is explained by executive Claudio Paim, director of advertising products on Globo channels. 70% of Brazilians consider TV Globo and Globoplay to be the biggest content references in this period. And, to take advantage of all this engagement, we restructured Carnival broadcasts, a move that opened up new opportunities for brands to be part of Carnival 2024 on Globo, he explains, but placing emphasis on coverage.
Read the full article in the printed edition of February 5th
