BBB 24: After a month on air, the reality show becomes a hit among teenagers and reaches 100 million people

BBB 24 is a success for Globo. With one month on air completed last Thursday (8), the broadcaster is already taking stock of the results of the first 30 days. And they are blunt.

O F5 had exclusive access to the results of the first month of BBB 24. In total, at least 100 million people watched the reality show led by Tadeu Schmidt on TV. It is greater than the reach of Globo in 2023, which announced that it spoke to an average of 74 million Brazilians.

This audience represents Globo’s greatest competitive advantage over the sum of all competitors on open TV and almost double (87%) than the sum of all streaming and online video platforms at the time the show airs.

The repercussion on social media also grew. In the first month of airing, there were more than 4 million searches on Google and more than 19 million publications about the program on social networks, 42% more than those recorded in the same period of BBB 23.

The audience grew 11% compared to the 2023 edition on the National Television Panel and in São Paulo. Each point on the PNT is equivalent to 651 thousand people. In the capital of São Paulo it is around 191 thousand individuals.

Goiânia (29%) and Campinas (28%) are the places showing the biggest growth. Rio de Janeiro (24 points) and Belém (23 points) are the regions with the largest audiences in the country.

As we have already said in this space, Globoplay has a lot to celebrate. BBB 24 had the program’s best debut month in the history of Globo’s platform, with growth of 34% in consumption and 22% in users reached compared to last year’s edition. It was the most watched program on the platform, both live and on demand.

The reality show is also a big hit among teenagers, who are watching much less free-to-air TV than they did years ago, due to the advent of digital platforms. Globo’s audience grew 7% among people aged 12 to 17 with BBB 24 compared to the average time slot.

Those who are also happy are the brands that advertise on the program. Mercado Livre saw its numbers explode after sponsoring one of the leader’s races in this edition. The action recorded a 99% increase in the brand’s gross sales.

During the game’s run, the company broke a record for QR Code readings and recorded a 36% growth in the use of coupons compared to last year’s average.

Oi recorded a 20% increase in e-commerce and a 6% increase in Oi Fibra sales in physical channels compared to the last quarter of 2023, when it did not have Big Brother Brasil exposure.

The terms used by the program also help advertisers do well. The highlight in this sense goes to Seara, who embarked on conversations about the term “Calabreso”, which went viral last week.

The brand increased the number of mentions on social media by 24 times compared to what it recorded in the same period of BBB 23, in which it was also among the sponsors). In the first test of the brand leader, around 60 thousand mentions were recorded on the networks.