BBB 24 completes two months as a ‘couch phenomenon’ and record engagement on the web

BBB 24 completed two months on air last Friday (8). And the numbers for the current edition are impressive, surpassing not only the previous edition, but also with engagement rates that are reminiscent of BBB 20 and BBB 21.

Internally, it has been called that the program has become a “couch phenomenon”, in reference to the public that only watches the open TV edition.

Second exclusive balance obtained by F5, In total, more than 118 million Brazilians were reached by this year’s program. This means that eight out of every ten homes in the country have already been impacted by the reality show in this edition.

There is also an increase in the number of teenagers (12 to 17 years old) and adults (35 to 49 years old), whose audience is 7% and 3% larger this year than in 2023, respectively.

To date, BBB 24 has an average rating of 20 points and a 43% share in the PNT (National Television Panel), which measures the television audience in the 15 main metropolises in Brazil.

In these first two months, the season surpasses the numbers of its predecessor by 6% in the same period, in addition to having an audience 88% greater than the sum of all streaming and content consumed on television, according to Kantar Ibope.

The numbers show that engagement on social media continues to grow: the last week of BBB 24, week eight of confinement, had the highest weekly audience since its debut, with 20 points. Last Sunday (3), the program reached its audience record on Sundays on PNT, with 18 points and a 44% share. Each point is equivalent to 658.1 thousand individuals.

There were also records in São Paulo (18 points with a 42% share) and in Rio de Janeiro (22 points and a 48% share). In Salvador, as the column has already shown, the season record was reached last Tuesday (6), with 30 points.

To top it off, last Thursday (7), BBB 24 had the best Thursday of the edition in Rio de Janeiro, with 26 points and a 50% share. In the capital of São Paulo, each point is equivalent to 191 thousand people. In Rio, there are 172 thousand.

On Globoplay, Globo’s streaming platform, BBB 24 grew 41% in consumption and 36% in users compared to the same period in the previous edition. The reality show was the most watched program on the platform in the first two months of 2024 and, with the contribution of other content, was responsible for the highest consumption in Globoplay’s history in its first two months.

At Multishow, Globo’s variety channel on pay TV, it’s no different. The audience for BBB Ao Vivo, shown shortly after the open TV edition, has an average of 1.2 points and a 24% share in the PNT on pay TV. The index was 22% higher and six points higher in participation in these first two months of BBB 24 than that recorded in the same period of BBB 23.

Repercussion and reach of sponsors

BBB 24’s social media numbers are also impressive. Taking the first two months into account, mentions of the program on social media have already registered a growth of 34% compared to the same period of the previous year.

The volume of publications on the networks also increased by 33% in the period, with a total of 30.5 million. In total, the edition reached 1,100 terms in Brazil and 245 terms in the world, in addition to being included every day in the trending topics in Brazil on X (formerly Twitter).

The reality show’s protagonism also extends to the program’s 20 partner brands. According to monitoring carried out by the agency STILINGUE by Blip, and obtained by F5, In the sixth week of the program, Seara was the brand that received the most comments linked to BBB 24, with 7,239 thousand.

The brand has already surpassed the number of mentions compared to last year, being the most commented on the networks since the beginning of the program: after 100 days of the program in 2023, Seara obtained 118.6 thousand total mentions, while now , after just 60 days of the program in 2024, the brand has already exceeded 179 thousand total mentions, that is, 50% above the number reached last year, with 92% of mentions being healthy, without negative criticism or complaints.

In the eighth week of BBB, Cif was the brand most mentioned by users among the program’s sponsoring brands, accumulating 14 thousand comments between the 22nd and 28th of February, a period that included its presence at one of the house’s parties, which featured the presence of singers Xande de Pilares and Joelma.

The party itself received 37 thousand comments and CIF accumulated 9.4 thousand mentions. The action caused the brand to break its daily sales record during the BBB 24 period, with an increase of 10% in relation to the previous record.

BBB 24 is scheduled to end on April 16th. Recently, as shown by the F5Globo renewed the contract to produce the reality show on the schedule until 2028.