Research carried out by IMO Insights also revealed other means of consumption of reality, subjects of greater preference and conversion of sponsoring brands
When Big Brother Brasil debuted on Brazilian TV, exactly 20 years ago, the world was different: there was still no social network, video platforms or the countless applications that are now just a click away. In addition, the way to consume reality was restricted to television, a scenario totally different from what currently exists.
So, in the face of so many tools and technology, how can the audience that watches BBB 22 be defined? If it were possible to personify him, what would he look like? A mapping carried out by IMO Insights revealed that most people who follow the BBB 22 are the so-called Millenials, with 54% – and, of this total, 46% also followed most of the other editions.
The ‘De Olho no BBB’ survey also showed that, in relation to the means by which this audience follows what has been happening within the reality, Globo is first on the list, with 76%, followed by Instagram, with 36%, and pop culture sites, with 32%.
For Carol Bonometti, partner and data connector at IMO, the BBB consumer is a middle-class woman from the Southeast region (60%), who works and monitors entertainment matters during her rest hours and breaks at work.
“These are people who value interaction on social networks, use topics of interest to expand this dialogue and have a multi-screen experience with everything they like to watch and follow. For them, part of the fun of everything is commenting online and laughing with the memes “, exemplified Bonometti.
The IMO Insights survey also pointed out that the majority of the public (59%) watches the BBB every day. The formation of the wall appears next, with 23%. In addition, 20% of the public watches the program to keep up with what is being said in the media.
IMO Insights, through the mapping, revealed that the public that follows the BBB is more connected than the average population. Those interested in the program have a higher incidence of interest in different media, in addition to following other content in various formats.
During the day, for example, reality fans consume content from creators on different platforms, who comment on or satirize the show. Therefore, according to the study ‘De Olho no BBB’, this habit makes Big Brother Brasil an experience of connection and interactivity greater than what Globo itself manages to plan.
Sponsor conversion
According to Bonometti, the high exposure of the brands in a program with a large audience like BBB brings them closer to the public with new messages, and arouses an interest in the products that are shown at the house.
“The exhibition contributes to the brand becoming better known and, through the repetition of the message in multiple appearances in the program, it builds a brand image in the public’s imagination more intensely and quickly”, explained the IMO partner.
Regarding the awarness, 99 was one of the sponsoring brands with the greatest positive impact. According to the IMO executive, appearing weekly at the angel’s lunch has strengthened, in a constant evolution, the brand funnel as a whole, permeating even the purchase intention.
“Building a brand and growing awareness at a national level is hard work, which requires consistent investment in media for months and even years, but at the BBB results are reaped much more intensely and quickly”, said Bonometti.
‘De Olho no BBB’ also showed the evolution of the reality’s sponsoring brands. Detail: all of them have a conversion rate above 40%, and the general average of this data is 54%.
