The most watched house in Brazil is one of the biggest stages for brands looking to capture the public’s attention. But this season, which sponsors are truly winning engagement, views, and content presence?
The Winnin, a platform that uses proprietary AI to map cultural trends based on video consumption on the internet, analyzed results from February 10 to 18, of Brazil’s top reality show and brought exclusive insights about the participating brands leading in engagement. The company analyzed over 20,000 videos about the show on social media and identified that the brands Mercado Livre, Dove and Kwai are leading in engagement share on their own channels.
When we look at engagement share in User-Generated Content (UGC), the spotlight goes to Kwai, Pantene and MRV, suggesting their campaigns and activations focus on user-generated content.
On the other hand, in engagement share for advertising, we see a shift: Downy, Betnacional and Kwai are among the brands that stand out the most in ads.
“Paying attention to what happens in culture is essential to staying relevant. The reality show is a trend engine, and brands that know how to connect with what people are talking about—without forcing it—can gain space naturally and authentically,” says Sara Cristine, marketing analyst at Winnin.
During the three months of the show, Winnin provides weekly data through the official page Big Insights Brasil and an exclusive dashboard with a simple registration. The reports highlight peak engagement moments, sponsor performance, audience behavior, and provide insights about the best opportunities for brands not in the reality show.
*Analysis segment examining engagement from February 10 to 18.
**Measurement based on video content about the reality show.
