This TV Network Gets Half of Brazil to Tune In for Its News, Telenovelas and Soccer Every Day

Globo TV has a 50 share at any point in a 24-hour period

At Globo TV, they like to say that every day is a Super Bowl. The expression has nothing to do with sports—instead, it refers to the fact that a staggering 100 million people watch the Brazilian network at some point throughout the broadcast day.

“We have a population of 200 million,” said Globo Network CEO Carlos Schroder. “So half the country [watches] Globo on a daily basis.”

At any point during a 24-hour period, Globo has a 50 share of the country’s audience, according to Kantar-owned Ibope Media, giving it a commanding lead over its four commercial TV competitors.

For Schroder, a 33-year veteran of the network who was promoted to CEO five years ago, the sheer size of the audience is both rewarding and daunting.

Carlos Schroder, CEO, Globo Network

“When I took office we defined a very clear mission: every time slot that we have has to have the relevance to deserve...

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This story first appeared in the Sept. 4, 2017, issue of Adweek magazine. Click here to subscribe.