The most watched house in Brazil is one of the biggest stages for brands that want to capture the audience's attention. But this season, which sponsors are truly gaining engagement, views, and content presence?
A Winninplatform that uses proprietary AI to map cultural trends based on internet video consumption, mapped results from February 10 to 18, from the main Brazilian reality show, and provided exclusive insights about the participating brands that lead engagement. The company analyzed over 20 thousand videos about the program on social media and identified that the brandsFree Market, DoveandEggare ahead in engagement share on their own channels.
When we look at the share of engagement in User-Generated Content (UGC), the highlight goes toEgg, PanteneandMRV, suggesting that your campaigns and activations focus on user-generated content.
On the other hand, in the share of advertising engagement, we see a change:Downy, BetnacionalandEggare among the brands that stand out most in advertisements.
“Being aware of what’s happening in culture is essential to being relevant. Reality TV is a trendsetter, and brands that know how to connect with what people are talking about – without forcing the issue – can gain space in a natural and authentic way,” 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.
*Cut analyzing engagement from February 10 to 18.
**Measurement based on video content about the reality show.
