Brazilian television ratings have seen significant fluctuations as 2024 draws to a close, particularly for the SBT network and Globo. Adjustments made to SBT's programming around December 9, 2024, led to impressive audience gains, with some shows reporting increases of up to 39% according to Kantar Ibope data.
The popular children's show, Chaves, returned to prime time, airing between 8:45 PM and 9:05 PM. This was not merely nostalgia; the show upped its average ratings from 3.8 to 4.9 points, showcasing a 28% growth. On December 13, Chaves peaked at 5.3 points, marking it as one of the standout performers of the week.
“Chaves continues to drive up the audience ‘without wanting to’, reinforcing its status as a beloved staple among viewers,” said César Filho, host of SBT Brasil. The news program itself recorded its highest spike, culminating at 4.7 points during the same period.
Another key figure contributing to SBT's performance is Datena, who took over hosting duties for Tá na Hora. His presence has also reflected positively on audience numbers. A notable growth of the news segment occurred on Tuesday, December 10, achieving 3.9 points against lows of just over 1 point before his arrival.
While SBT is riding a wave of rising ratings, Globo is facing quite the opposite scenario. Reports indicate the network's significant decline, particularly on December 16, when it registered its lowest viewership on Mondays, reflecting challenges brought by the summer heat and seasonal viewing habits. With numbers falling below the 10-point mark, Globo faced unprecedented lows, registering only 9.8 points on average throughout the day.
Globo's struggles underline the difficulty of maintaining audience attention during periods traditionally marked by lower viewership. The magazine show Fantástico, which typically anchors the Sunday lineup, continues to yield disappointing numbers, making it one of the more challenging periods for the network leading up to its centennial anniversary.
The overall media rating scenario reflects the industry's dynamic nature. With SBT and Globo on opposing trajectories, the competition remains fierce.策略之间变化的速度提醒观众他们最喜欢的广播可以转瞬即逝。(The speed at which strategies change reminds viewers how their favorite broadcasts can disappear at any moment.)
