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In the midst of one of the biggest crises in open TV, Globo It no longer only counts audience data to justify the success or otherwise of its productions. The broadcaster also highlights the results achieved in digital media to attract the advertising market — even when a production like You Mania struggles to rank on Ibope.
In the commercial plans recently sent to the market and to which the TV News had access, the engagement of the soap operas is highlighted on the first pages. The reach of the soap operas’ live broadcast is just one of the aspects to be considered for the success of a product.
Globo also highlights the engagement of its serials on social media, in addition to the reach of its own networks, such as the Gshow profiles, currently with 10.8 million followers on Instagram.
The broadcaster makes it clear that it is “adapting to new habits” and building “relevance and strength on each platform, following the daily lives of drama consumers, allowing brands to create connections with different audiences in the territory”.
In the specific case of Mania de Você, which is on its way to becoming the least watched soap opera in historythe network also chose to point out that “its protagonists accumulate millions of followers on social networks and have fits with the most diverse segments”.
Luma’s interpreter, Agatha Moreira, has 6.1 million followers on Instagram; more than Chay Suede, Mavi, with 4.3 million.
Novel mania?
Mania de Você has even had a reaction on Ibope with the help of its “crazed” villains Isis (Mariana Ximenes) and Mércia (Adriana Esteves). The serial obtained the best result in three weeks, coming close to breaking its own record —which did not do so by two tenths on Tuesday (22).
Globo itself recently reinforced that, even with not so happy audience numbers, the serial João Emanuel Carneiro it still has an impressive reach — more than 240 million video views on official Facebook, Instagram, TikTok and YouTube profiles.
Another point that counts in favor of the broadcaster at this moment is that, despite all the audience problems, it remains the absolute leader. THE Recordwhich came to fight for first place during the 2010s, today hardly poses as a threat.
Already the SBTwhich was a thorn in the side during the 2000s, now he fights to not be pushed to fourth place on Ibope by Band.
It’s an impressive dominance, considering that the rerun of Come back on top in the early hours of Wednesday (23) it had more attendance than the match between Real Madrid and Borussia Dortmund on Tuesday afternoon on SBT — 3.9 against 3.8 points. At this point, Globo really remains “unquestionable”.
Beyond the bubbles
One of Globo’s strategies is to show the advertising market how open TV still has strength, even with the growth of streaming. After all, as the TV News showed firsthand, a chapter of Renascer no Brasil achieved a larger audience than Piece of Me — one of Netflix’s most watched productions in 2024 — around the world.
The broadcaster’s commercial plan also highlights that more than 88% of Brazilian homes were reached in 2024 by the remake of Renascer, which was far from being a phenomenon on Ibope.
Another point that becomes decisive in measuring the success of a plot is the hours of consumption in the Globoplay and its presence among the most watched content. “Consumption of the soap opera takes place on all screens, allowing brands to create connections with different audience segments, making their message even more effective”, highlights an excerpt.
In other words, Globo shows the advertising market its ability to speak beyond the bubbles formed on social networks. It’s as if the nine o’clock soap opera was a meeting point between different generations – from baby boomers to [nascidos entre 1946-1964) aos zennials [nascidos a partir de 1997].
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