Globo hit a major home run in the first half of 2017. The network had the best six months of the last five years and was the only Brazilian network to increase its ratings over the same period last year. From January to June, the average 24-hour audience reached 98.1 million people on the Brazilian National Television Panel, significantly larger than the same period in 2016 and the network’s best performance since 2012.
This positive performance is the result of quality and diversified content along with a product release strategy, investments in talent and innovation, and Globo’s daily interaction with viewers through its relationship channels. In addition to these factors there is the strength of the formats that keep being the preferences in the Brazilian audience: the telenovelas, which will soon have three brand new integrated and dedicated studios with state-of-the-art technology; and the series, which prompted the network to create the recently opened Casa dos Roteiristas (“House of Screenwriters”, in a loose translation) – a creative hub for project production geared to the national and international markets.
The phenomenon was recently confirmed with Globo’s prime time hits, ‘A Força do Querer’, which reached more than 100 million people in its first few weeks alone, and ‘Pega Pega’. The vitality and adaptability of the telenovelas drive the Brazilian company to maintain its constantly increasing investments in talent and creative infrastructure, production and post-production, delivering modern and relevant work that captivate audiences across Brazil.
Written by award-winner Glória Perez (‘The Clone’ and ‘Índia – A Love Story’), ‘A Força do Querer’ taps into the conflict between our wishes and desires and the limits that permeate our choices. Aired during the network’s coveted 9 p.m. prime time slot, the telenovela has had an average daily reach of 45 million viewers since its premiere (number of people who watch at least one minute of the telenovela every day). Led by three strong and charismatic women – one of the author’s registered trademarks – the plot also swept across social networks and ranked first on the renowned Social Wit List in April, a ranking that highlights the most commented releases in Latin America.
The 7 p.m. slot, which usually brings lighter story lines, has also been engaging the public and reaching excellent numbers. That is the case with ‘Pega Pega’, which was released on the Brazilian market last month and has been drawing an average of more than 42 million viewers every day since its premiere. It is a romantic comedy about a robbery in a luxurious Rio de Janeiro hotel and the repercussions this event has on the lives of each person involved.
The positive reception of the ‘Pega Pega’ premiere comes on the heels of its successful predecessor, ‘Rock Story’. The fast-paced and music-filled plot tells the story of a declining rock star who attempts to regain success while struggling with a troubled marriage, the appearance of a teenage son and a new love. The telenovela captivated Brazilians and registered a record audience of 48 million viewers in its final chapter. ‘Rock Story’ also rocked social networks, accumulating over 31,000 online comments during its premiere and taking first place in Latin America on the Social Wit List in November 2016. Its result for this time slot is second only to ‘Total Dreamer’, which is Globo’s international catalog highlight this year and whose premiere in Chile put Mega, the network which is exhibiting the telenovela, into the time slot’s absolute leader.
In addition, the telenovela ‘Dark Days’ has caught the Brazilian audience’s attention. The plot is about a couple that is forbidden to live out a great love story due to their families’ political values and Brazil’s troubled historical times during the 1970s and 1980s. The telenovela reached an average daily reach of 24 million viewers since its premiere in the 11 p.m. slot.
