The most watched house in Brazil is one of the biggest stages for brands looking to capture the audience’s attention. The sponsors of the reality show ensure the attention of millions of viewers on free TV and on Globoplay. But when the game happens on social media, which brand is really winning the audience engagement with their ‘publis’?
The Winnin, a platform that uses proprietary AI to map cultural trends from video consumption on the internet, mapped results from March 3 to 10, of the main Brazilian reality show and brought exclusive insights about the participating brands in the reality leading engagement.
After more than 50 days of the program, three brands stand out in the engagement share on their own channels. The McDonald’s expanded its presence, dominating the TV Globo profiles and enhancing reach with influencers. The iFood nailed its strategy by enlisting heavyweight names like Lara Santana and Anderson Profeta. Meanwhile, CIF knew how to engage the audience, generating reactions both on the reality’s official channels and in the creator ecosystem.
When we look at the views share, CIF, McDonald’s, and iFood also stand out, driven by the high performance of their content on TikTok.
When it comes to content share, the game gains new protagonists. Betnacional takes the lead with the highest volume of publications, driven by a strategic partnership with FitDance. Rexona marks its territory in Globo’s official channels, dominating spaces like Multishow and BBB, while iFood invests heavily in intense video production, ensuring a constant presence on the audience’s radar.
(Performance of the sponsors in advertising content. Period from March 3 to 10. Source: Winnin.AI)
“Effective advertising goes beyond exposure; it’s about creating narratives that are part of culture. Campaigns that capture trends and explore storytelling authentically not only grab attention but also drive real engagement,” says Sara Cristine, marketing analyst at Winnin.
Throughout the three months of the program, Winnin provides weekly data through the official page Big Insights Brasil and an exclusive dashboard with simple registration. The reports highlight moments of high engagement, sponsors’ performance, audience behavior, and provide insights on the best opportunities for brands that are outside the reality.
*Segment analyzing engagement from March 3 to 10.
**Measurement based on video content about the reality.
