The Brazilian reality show A Fazenda 2024 has captured the hearts and screens of viewers, achieving its best ratings since the season premiere on December 16, 2024. Hosted by Adriane Galisteu, the show recorded 6.5 points in the Grande São Paulo region, according to Kantar Ibope data obtained by NaTelinha. This surge was fueled by significant developments, including the elimination of contestant Gilson during the episode.
The season kicked off with 6.8 points, and it seems the show has consistently maintained viewer interest, becoming the vice-leader of audience ratings throughout its duration. With five episodes remaining, A Fazenda is on track to become one of the most-watched editions based on absolute point scores; last year’s season averaged 6 points per episode prior to its end later this week, on December 19.
When examining daily ratings alongside A Fazenda, SBT's special broadcast, Geração Chiquititas, also emerged as the channel’s standout hit, helping SBT to secure vice-leadership over competitors. Airing from midnight to 1:16 AM, the nostalgia-driven program featured beloved artists from the renowned 90s children’s show and drew significant attention, achieving 3.1 points of average audience share with peaks of 4.5.
The special episode boasted impressive engagement metrics, particularly with older viewers. Data shows 61% of the audience were women, and the majority—80%—were over the age of 35, indicating how past fans of the original series have stayed connected, now reliving cherished memories through this latest offering.
Notably, during its airing, the competing third-ranked channel trailed with just 2.4 average points, solidifying SBT's stronghold with comfortable margins. The broadcasting of Geração Chiquititas not only saw SBT outperform its competitors, but its success extended to digital platforms. The channel +Novelas noted an astounding eightfold increase in plays compared to the previous week, clearly demonstrating the program's broader appeal beyond traditional television.
Despite A Fazenda's success on the same day, not all programming fared as well. Globo's ambitious attempt to engage viewers with the new Tela Quente film featuring the story of Michael Jordan and Nike yielded disappointing results, with only 12.1 points, marking its lowest rating since November 4. Even so, Mania de Você, another Globo production, performed admirably, surpassing its competitors and cementing its status as the day’s most-watched program among São Paulo viewers.
Ratings play a fundamental role in determining programming strategies, and the findings from these shows highlight the powerful connection viewers maintain with content steeped in nostalgia and personal relevancy. A Fazenda's strong performance can largely be attributed to its engaging reality format, drawing audiences who invest emotionally and psychologically as they become immersed in the drama and thrills weekly.
Programs like Geração Chiquititas showcase the lasting power of nostalgic content along with smart marketing strategies to evoke viewer connections and expand viewership among multiple demographics. These findings could inspire producers to create content rooted not only in current trends but also geared toward revisiting classic shows, particularly those targeting older audiences eager for familiar faces and stories.
With the conclusion of A Fazenda drawing near and various programming shifts underway across Brazil, industry analysts will be keeping their eyes peeled for how these ratings dynamics influence future content development and television network positioning. The successful reception for Geração Chiquititas may herald additional reboots of 90s classics, proving there is still potent demand for nostalgia-fueled television.
