RIO DE JANEIRO, BRAZIL – This week, columnist Ricardo Feltrin from UOL, wrote something that should be read and understood by the TV directors.
Globo alone holds 36 percent of the share (number of connected TVs) of free TV broadcasts between 7 AM and midnight. Concurrently, all the others added up do not reach this share. The data refer to the PNT (National Panel of Television).
To be exact: SBT (13,62 percent), Record (13,47 percent), Band (3,12 percent), RedeTV! (1,28 percent), TV Cultura (0,77 percent), TV Brasil (0,69 percent), TV Aparecida (0,47 percent), Rede Vida (0,37 percent), Record News (0,30 percent) and TV Gazeta (0,24 percent). Score: Globo 35.89 percent vs 34.09 percent.
This is the worst picture possible, as it means that no other TV broadcaster has a project as successful as Globo’s. Furthermore, it is clear that all the money spent on Record and SBT is not enough to compete in the game.
Globo’s project is the same as in 1967 when Boni and Walter Clark developed the channel’s programs. Moreover, the program generating big money at Globo is the same as at that time.
Tupi TV shut down, Excelsior TV shut down and Manchete TV shut down. And the end of the three served to fuel Globo’s growth and consolidation.
There is yet other important data that Feltrin disclosed: the fact that 70 percent of homes, despite having cable TV, are connected only to free TV, which proves something that Flavio Ricco, also from UOL, wrote the other day about the future of free TV: Free TV rules social media and not the opposite.
Below is Ricardo Feltrin’s list of channels all over the country. The figure on the left is the rating and the figure on the right is the audience share. In this measurement, each point corresponds to some 254,000 homes.
Check it out:
Globo – 16.05 points and 35.89 percent
SBT – 6.09 points and 13.62 percent
Record – 6.02 points and 13.47 percent
TV Band – 1.39 and 3.12 percent
RedeTV – 0.57 and 1.28 percent
TV Cultura – 0.34 and 0.77 percent
TV Brasil – 0.31 and 0.69 percent
TV Aparecida – 0.21 and 0.47 percent
Rede Viva – 0.16 and 0.37 percent
RecordNews – 0.13 and 0.30 percent
TV Gazeta – 0.11 and 0.24 percent
TV Novo Tempo – 0.06 and 0.13 percent
CNT – 0.05 and 0.11 percent
RIT – 0.03 and 0.06 percent
TV Escola – 0.02 and 0.04 percent
TV Senado – 0.02 and 0.03 percent
TV Câmara – 0.01 and 0.03 percent
Futura – 0.01 and 0.02 percent
TV Justiça – 0.00 and 0.01 percent
Source: Rd1