Globo unveils new lineup, strengthens commercial strategy - Valor International

In a fragmented media landscape, Globo gathered the advertising market to deliver a message: taken as a whole, its properties make it the country’s most influential media company. The statement sums up the company’s strategy of operating across multiple media and formats at once, and it set the tone for the Upfront 2027 event, held Wednesday (14) night in São Paulo.

Advertising agencies, marketing executives, and major advertisers attended the presentation of Globo’s programming lineup and learned more about its approach to bringing brands closer to the content it produces.

“Globo exists to create connections between people. So that some people’s stories find a place in other people’s lives and, from that encounter, new ways of understanding and participating in the world can emerge,” CEO Paulo Marinho said at the opening of the event. The company contributes to this process by providing a space where Brazil’s many different communities can come together, he said. “We bring together talent, intelligence, and technology so that this conversation can take place and make a difference in people’s lives.”

Three pillars underpin this vision: relevance, simultaneity, and attention, Manzar Feres, Globo’s chief business officer, told Valor. She said Globoplay achieves nearly 75% active attention to advertising, according to a new study that uses facial biometrics and eye tracking to measure viewers’ interest in commercials.

“It’s not just about seeing the ad, but paying attention to what is being shown,” Feres said. The study, conducted by Amplified, found that Brazil is the only one of 19 countries where a local media company outperforms international competitors in advertising attention. Streaming service Globoplay also leads in engagement, with users consuming an average of two hours of content per day. According to the Australian research firm, whose methodology is considered a global benchmark in the field, users return to the platform at least four times a week.

Across all distribution channels, Globo content was consumed by nearly 200 million Brazilians between January and September this year, totaling the equivalent of 4 trillion minutes of viewing.

During prime time, more than 40 million viewers watch Globo programming on television sets or connected TVs within five hours, an audience that competitors take 24 hours to reach. The figures are based on several sources, including Ibope and Cross Platform View.

Beyond the numbers, the results show that Globo-produced content continues to spark conversations among people, a longstanding habit amplified by social media, Feres said.

She also presented findings from another new study, which found that Globo influences 85% of the brand-building process, from a product’s introduction and the stage when consumers consider making a purchase to the so-called conversion stage, when a transaction is completed. The study was conducted by Brazilian firm Media Hero, which analyzes the relationship between media spending and its tangible impact on advertisers. At Globo, the return to brands is twice the amount invested in campaigns.

Globo has a track record of introducing nonintrusive advertising formats, such as Pause Ads, which appear only when viewers pause content on streaming services or connected TVs. The latest addition is Welcome Ads, which display an advertisement on the Globoplay login screen before users select their profile and content.

“Technology and artificial intelligence expand our ability to create and distribute content and understand audience preferences,” Marinho said. “We want to use these resources to offer experiences that make sense to people. In 2027, we will make significant advances to surprise our audiences.”

The new lineup reinforces key areas such as scripted television and sports. One of the highlights is the soap opera “Avenida Brasil 2,” which will take over Globo’s 9:00 pm time slot and is scheduled to premiere in January 2027. Globo has signed a licensing partnership with Puma, which will supply sportswear for the fictional Divino Futebol Clube team.

“In the original soap opera [which aired in 2012], we had not yet revamped our merchandising approach. Now, the integration is much more organic. The writers incorporate brands directly into the script, which is much more valuable to advertisers,” Feres said.

In “Quem Ama Cuida,” currently airing in the 9:00 pm slot, a scene in which the villain Pilar, played by Isabel Teixeira, destroys a house but leaves untouched only the modem provided by Vivo, a Telefônica brand, generated more than 44 million total impressions.

The soap opera schedule also includes “Romance em SP,” which will bring back the 10:00 pm time slot in a shorter, 32-episode format, and “Paraíso Perdido,” which will premiere first on Globoplay.

“Tempos de Glória,” the next title in the 6:00 pm slot, tells the story of a young woman who dreams of becoming a soccer player in the 1940s, shortly before a decree banned women from playing the sport for nearly four decades.

The series, scheduled to premiere in June, serves as a lead-in to another major project: the FIFA Women’s World Cup, which will be held in Brazil for the first time. Coverage will begin in December with the group-stage draw. Globo will broadcast all 64 matches of the tournament, scheduled for June and July 2027, as well as Brazil’s national team friendlies. Globo, sportv, ge tv, Globoplay, websites, social media, out-of-home media, and the network’s affiliated broadcasters will all take part in the coverage.

The Multishow channel will air a World Cup special featuring influencer Blogueirinha, while GNT will present a program about the players’ stories hosted by Sabrina Sato. In addition, five live editions of “Saia Justa” will air during the tournament.

A biographical film about Brazilian soccer star Marta, widely regarded as the greatest female player in the sport’s history, will also premiere in theaters. The film is a co-production of Globo Filmes, TV Globo, Conspiração, and Fox in the Snow. Globo’s journalism division will also provide special coverage of the event.

“The Women’s World Cup will attract a diverse audience in terms of generation, gender, and social class,” Feres said. “We want Brazilians to come away from this journey seeing the sport in a new light.”

In reality television, Globo announced changes to “BBB 27,” the 27th season of “Big Brother Brasil.” Each week, after an elimination, the departing contestant will have a face-to-face conversation with a fan and a “hater.” The program will also add an extra edition on Sunday afternoons.

(Luana Dandara contributed reporting.)

This article was translated from Valor Econômico using an artificial intelligence tool under the supervision of the Valor International editorial team to ensure accuracy, clarity, and adherence to our editorial standards. Read our Editorial Principles.