The most watched house in Brazil is one of the biggest stages for brands that want to capture the audience's attention. The sponsors of the reality show guarantee the attention of millions of viewers on open TV and Globoplay. But, when the game takes place on social media, which brand is really winning the audience's engagement?public‘?
A WinninPlatform that uses proprietary AI to map cultural trends based on internet video consumption, mapped results from March 3 to 10, from the main Brazilian reality show, and provided exclusive insights about the participating brands that lead engagement.
After more than 50 days of the program, three brands stand out in engagement share on their own channels. THEMcDonald’sexpanded its presence, dominating TV Globo's profiles and boosting reach with influencers. THEiFoodHe nailed his strategy by scaling heavyweight names like Lara Santana and Anderson Profeta. Me andCIFknew how to engage the public, generating reactions both on the reality show's official channels and in the creators' ecosystem.
When we look at the view share,CIF, Méqui and iFoodalso stand out, driven by the high performance of their content on TikTok.
In sharing content, the game gains new protagonists. A BetnationalShoot ahead with the highest volume of publications, driven by the strategic partnership with FitDance.Rexonamarks territory on Globo's official channels, dominating spaces such as Multishow and BBB, whileiFoodinvests heavily in intense video production, ensuring a constant presence on the public's radar.
(Performance of 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 the culture. Campaigns that capture trends and explore storytelling in an authentic way get not only attention, but also real engagement,” he says.Sara Christine, marketing analyst at Winnin.
During the three months of the program, Winnin offers weekly data through the official pageBig Insights Brasiland an exclusive dashboard with a simple registration. The reports highlight the moments of highest engagement, the performance of sponsors, audience behavior, and provide insights into the best opportunities for brands that are outside the reality show.
*Excerpt analyzing engagement from March 3 to 10.
**Measurement based on video content about the reality show.
