to cover two Tokyo Olympics Globo gave more slack to the lead on open television, saving ibope recordings in the morning and early morning – quiz times.
Between July 21 and August 8, Tokyo and 21 medals won by Brazil resulted in Globo growth of 43% in average morning attendance, and 20% in early morning attendance.
The data is from Kantar Media in its national measurement, called PNT (Panel National Television).
At dawn the average was 7 points – a historical record.
Already in the morning they reached 10 points (equivalent to the previous record). Each point in this measurement is worth about 268,000 families controlled.
In São Paulo, the most important place in advertising, morning hours grew by 29%, while dawn rose by 40% in ibope.
The largest audience for the Games was the final and Olympic football tournament for Brazil: 21 points and a share of 58% (58 of every 100 TVs played).
In points, that’s more than 250% growth compared to what the schedule typically records without the Olympics.
It was also the biggest ibope on Saturdays in the last 19 years on the network, on the national average (and in SP as well).
The second most popular sport for Brazilians, volleyball also took second place in the Globo records.
The women’s final with the United States made the table grow by 140% (Brazil took the silver).
The controversy over the men’s team bronze, against Argentina, raised the audience by 125% (Brazil was left without a medal).
If Globo on Open TV went to bed and beat the competition, SporTV’s four channels dedicated to pay-TV coverage did the same, too.
The four channels combined accounted for at least 90% of the paid sports channel audience during the Games period.
At prime time for pay television (7:00 a.m. to 1:00 a.m.), three out of four SporTV took the top three spots in the audience rankings.
The sports that gave SporTVs the most prominence were skateboarding, surfing, athletics and rowing – demonstrating that pay-TV still has a niche of young audiences in its base.
Globoplay and the Internet
SportTV channels total over 10 million hours consumed on Globoplay, which is 80% of Globoplay+’s total consumption of live channels.
Video consumption on Globo Esporte more than doubled (+103%) compared to the average of the last two weeks.
Here, once again, the new sport shined: the videos of surfing and skateboarding (and football in third place) were in greatest demand.
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