RIO DE JANEIRO — Leading Brazilian net TV Globo will make 280 million reais ($125 million) from ads with the latest outing for “Big Brother,” up 55% from the eighth edition of the reality skein. The show, a production of local joint venture Endemol Globo, runs annually in the January-April period.
“Big Brother’s” growth was pushed by product placement. Companies such as Procter & Gamble, Sony Ericsson, Fiat and local mobile operator Vivo have paid to place their brands on the show, often in connection with contests involving the show’s participants. According to analysts, there is an understanding among many advertisers that product placement efforts fit better in reality skeins than in telenovelas or other fiction shows.
Brazilian nets are increasingly investing in nonscripted formats. TV Globo’s main competitor, TV Record, is particularly strong on the genre. It is airing “Troca de Familia,” its version of Fox’s format “Trading Spouses.” In the first half of this year, TV Record will air the sixth edition of the local version of “The Apprentice” and later this year plans to broadcast the Brazilian versions of “The Farm,” “Temptation,” “The Simple Life” and “American Idol.”