Datafolha signs a survey pointing out that 69% of respondents remember brands in sketches and say that insertions do not get in the way
Porta dos Fundos completes ten years on the air and wanted to know what Brazilians think about the brand. Christian Rôças, better known as Crocas, CEO of the platform, says that they decided to use the analysis to conduct the celebrations of the round date. He also says that the leaders of Porta did not believe they would get this far and with such “health”.
The survey was carried out by Instituto Datafolha, in the second half of 2021, and, according to Crocas, the group also wanted to know how the audience views the exposure of advertisements and brand interactions during the exhibition of entertainment content. The result, for him, was surprising: 69% of respondents who remember the brands present in the sketches revealed that the insertion does not interfere with the humor experience of the production.
The executive says that without changing the already traditional language of Porta, sometimes sloppy and with insertions of profanity, brands feel comfortable, so much so that the experience with the branded content tool took off, especially among women. To give you an idea, the study shows that across all gender sections, women had a better relationship with branded content.
67% of people agree that the presence of brands in Porta videos looks natural (women, 69%), 64% of people like the way brands appear within videos (women, 75%), 61% of people agree that partner brands match the videos (women, 69%), 52% of the female audience pays more attention to brands when they are featured in Porta’s videos, and 50% of them want to consume the brands.
Crocas says that today large advertisers, such as Chevrolet, WhatsApp, Itaú and Ambev, are present in the contents of Porta. “Overall, any brand could be bothered, but not in Porta, it doesn’t get in the way”, says the executive. For him, Porta won the respect of commercial partners. Another pleasant surprise, according to Crocas, is the frequency of young people who swell the “audience” of Porta. He says that adopting multi-screens was fundamental to Porta’s success, as young people frequent almost all media. “Porter has rejuvenated”.
Two years ago, the partners created Porta dos Outros, a business unit of Porta dos Fundos that develops and produces original content in different formats and platforms, helping brands to relate to their audience. The expectation is to further expand “export type” production, a work that has already begun, but Porta, according to Crocas, wants more. It wants to reinforce the internationalization of its production through Porta Estúdio.
The company has more than 35 million fans on the networks and 9 billion views, consolidating itself as a reference in multiplatform entertainment, acting in series, movies and branded content, among others. In 2019, it launched Backdoor, in Mexico, with a cast, language and theme aimed at the local audience. The Harina video became a hit in the country, with nearly 60 million views.
In 2021, the producer debuted on new platforms, such as TikTok and Twitch, with the Salve channel. In partnership with Deezer, it launched the podcasts Quem Quer Ser Um Alienado and Amigos do Fim, both series ranking among the top three in the platform’s 2021 most listened to exclusives ranking. On GNT, What’s This Story, Porchat? continues to be a public success, bringing unusual stories every week and special guests. And Greg News, on HBO, also remains one of the channel’s successes.
