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 broadcast TV and Globoplay. But when the game shifts to social media, which brand is truly winning the audience’s engagement in its ‘ads‘?
The Winnin, a platform that uses proprietary AI to map cultural trends based on online video consumption, analyzed results from March 3rd to 10th of Brazil’s top reality show and provided exclusive insights on the participating brands leading the engagement.
After more than 50 days of the show, three brands stand out in their share of engagement on their own channels. McDonald’s expanded its presence, dominating TV Globo’s profiles and amplifying reach with influencers. iFood solidified its strategy by leveraging big names, such as Lara Santana and Anderson Profeta. Meanwhile, CIF knew how to engage the audience, generating reactions both on the show’s official channels and in the creator ecosystem.
When looking at the share of views, CIF, Méqui, and iFood also stand out, driven by the strong performance of their content on TikTok.
In the content share game, new protagonists emerge. Betnacional leaps ahead with the highest volume of posts, boosted by a strategic partnership with FitDance. Rexona stakes its claim in Globo’s official channels, dominating spaces like Multishow and BBB, while iFood bets big on intense video production, ensuring constant visibility on the audience’s radar.
(Performance of sponsors in ad content. Period: March 3–10. Source: Winnin.AI)
“Effective advertising goes beyond exposure; it’s about creating narratives that become part of culture. Campaigns that capture trends and authentically explore storytelling don’t just get attention—they generate real engagement,” says Sara Cristine, marketing analyst at Winnin.
During the show’s three-month run, Winnin provides weekly data through the official page Big Insights Brasil and an exclusive dashboard with simple registration. The reports highlight peak engagement moments, sponsor performance, audience behavior, and provide insights on the best opportunities for brands outside the reality show.
*Analysis covering engagement from March 3–10.
**Measurement based on video content about the reality show.
