Drinks are present in 2.5% of the images analyzed; Brahma leads apparitions
A study carried out by Buzzmonitor revealed that drinks are present in 2.5% of carnival images. The best appearances are Brahma with 0.60%, followed by Amstel (0.40%), Coca-Cola (0.39%), Heineken (0.31%), Pepsi (0.19%) and Skol ( 0.10%).
The beers that appear at the top of the share of image were sponsors of Carnival parties. Brahma sponsored the street carnival in São Paulo, Rio de Janeiro and Salvador, while Amstel was the official sponsor of the samba school parades in São Paulo, in Anhembi.
For this study, images published on the Instagram feed were collected through Buzzmonitor, using the hashtag #carnaval2024. In total, 300,000 photos were published (publicly) with the event hashtag on Instagram and 107 thousand were analyzed. These are images of people or commercial profiles.
The success of the film Barbie, in 2023, inspired the revelers’ fantasy for the 2024 carnival. Of the images that have some brand, 0.29% feature the Barbie logo or elements similar to it. In the mapping, famous brands that became fantasies were also detected, such as Netflix and beer brands (Skol, Brahma and Antrtica), for example.
In addition to parties and events, Instagram users also used the hashtag #carnaval2024 to record moments of rest, sporting activities and family leisure. The sports brands Nike and Adidas were the most mentioned. Vans is closely associated with recording celebrations.
In communication and media, Globo (0.16%), Band (0.11%), Bandnews (0.9%) and Netflix (0.06%) stood out.
“The methodology is based on the application of artificial intelligence algorithms to process images and videos, thus allowing the fast and accurate processing of large image databases, explains Breno Soutto, Head of Insights at Buzzmonitor.
