Another Channel: After success this year, SBT is studying how to use Virginia Fonseca more in 2025

SBT is studying ways to use the image of influencer and now presenter Virginia Fonseca more in 2025. On the Abravanel family broadcaster, the Minas Gerais native is considered the big hit in this year’s programming.

According to the column, one of the ideas is for the young woman to have more air time on Saturday nights. There are also those who argue that it should have a specific digital project, to take advantage of its popularity.

Another desire is for Virginia to participate more in other SBT programs. Because of her pregnancy this year, she had to decline invitations from colleagues at the network.

The interest is explained by the audience and revenue figures achieved by it. According to data from Kantar Ibope, Sabadou has been seen by 44.9 million viewers since it went on air in April. That’s more than double what the schedule used to reach.

In the PNT (National Television Panel), an index that brings together the 15 main metropolitan regions in Brazil, Sabadou secured second place every time it aired during the month of August. The attraction scored 3.8 points in the partial average, against 3.2 from Record. Globo reached 14 points.

In Greater São Paulo, the main market for the advertising market, the program has been in second place 90% of the time since its debut and has been unbeaten for 17 weeks. In the general average, it accumulates 4.1 points against 3.2 for Record in this period. Globo got 13 points (each point is equivalent to 191 thousand people).

The capital where Virginia is most seen is Fortaleza (CE). There is an average of 4.7 points since April. It is a 47% higher rate compared to that recorded by Record, which obtained an average of 3.2 points.

The higher-than-expected numbers surprised SBT. Even with the start of A Fazenda 16 on Record, Sabadou managed to maintain second place in audience ratings — something rare in the broadcaster’s programming outside of Sundays.