With the monopoly of attention on social networks this weekend, “Big Brother Brasil 22” has not even started and has already set a record in advertising revenue. The reality show, which starts this Monday (17), has the most expensive break in national advertising and has already secured more than R$600 million to Rede Globo.
According to UOL, the carioca broadcaster offered the biggest commercial plan in the entire history of the “BBB”. Basically there are 3 advertising quotas linked to the program:
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– “Big” quota: R$ 91.9 million.
There will be 3 main advertisers in this edition of the program: Americanas, Avon and PicPay.
– “Angel” quota: BRL 69.4 million
Among the sponsors of the second advertising quota are: C&A, Heineken, P&G and Seara.
– “Brother” quota: BRL 11.8 million
The last category has: Above, Engov, McDonald’s and Quinto Andar.
These values are related to the advertising table offered to the market. The numbers can change according to the negotiations – Globo does not disclose the exact values. However, for comparison, the second most expensive interval on Brazilian television is the beginning of Jornal Nacional: R$ 1.3 million. During the television news program, advertisers pay up to R$850,000 for a 30-second commercial insertion.
BBB22 can still extrapolate the R$ 600 million value with the commercialization of specific advertisements in tests or highlights related to the program. Among the companies that closed this type of participation are Coca-Cola, Downy, Doriana, Fiat and 99.
In 2020, the year in which the reality show underwent a reformulation and began to focus on dynamics with the internet, especially from the inclusion of influencers in the program, the BBB had six sponsorship quotas for R$ 42 million, according to Bloomberg.
The huge revenue, obtained with a low budget (less than that of a soap opera, for example), makes the program the most profitable in Globo’s programming: it is equivalent to 70% of Globo’s annual expenditure, with figures relating to the financial balance of 2020. In that year, Globo recorded liabilities of R$ 1 billion only with salaries and social charges, according to the balance sheet released in March 2021.
A report published by the Fitch agency states that Globo has BRL 12.1 billion in cash and financial investments, despite a debt of BRL 5.7 billion. In 2020, the company had revenue of R$ 12.5 billion. For this year, the agency estimates that Globo’s net revenue should grow 11% and reach R$15.7 billion.
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