Globo invests R$5 billion in 2024 and focuses on YouTube in advertising war

Globo chose its new target in the war for advertising funds: YouTube. Google’s free platform has grown a lot in recent times, and the broadcaster has been telling the advertising market that it could have more relevance and reach than the video page. Currently, according to data from Comscore, YouTube reaches 120 million Brazilians annually.

O F5 saw this up close at an event held in São Paulo at the beginning of the month. Company directors provided information about future plans, audience ratings and programming planning for this year. The comparison was not with Record, SBT or Band. And, yes, with YouTube.

In total, accounting for amounts that add up investments, content and technology, Globo will invest R$5 billion in 2024. The majority of this amount will be spent on Globoplay, its streaming service.

The focus will be on content with a “360º reach”, shown on open TV and also on pay TV — it is on open TV that the company tends to show its most power.

According to figures from Kantar Ibope presented by Leonora Bardini, current director of programming and marketing at TV Globo, the soap opera “Renascer”, currently airing at 9pm, usually reaches 70 million Brazilians per week. That’s more than triple what YouTube makes in a month.

Another relevant fact is that BBB 24, which is in its final stretch, has already managed to reach 110 million Brazilians, a rate well above the last two editions. According to Globo, YouTube takes almost a year to achieve something similar.

It is worth mentioning that the Kantar Ibope numbers are different in relation to the measurement that YouTube uses, from another platform, which makes the comparison made by Globo not very accurate as they use different methods.

“I think it’s clear that our strength is very great, and that open TV is still very relevant,” said the executive. After BBB 24, Globo has more than 20 releases planned on the schedule.

Still in April, the broadcaster premieres a new season of the police program Linha Direta and the second season of the series “Encantado’s”. For the second half of the year, Estrela da Casa, his new musical reality show, is scheduled to be hosted by former BBB member Ana Clara Lima.