With commercial records, ‘Vale Tudo’ sets a new standard for television drama advertising
More than the script, the cast or any other aspect, the remake of Anything goes will go down in history Globo such as the production of teledramaturgy with record advertising revenue. There were more than 87 actions within the soap opera, from 23 brands from different sectors such as retail, entertainment, food, beverages, decoration, automotive, insurance and beauty.
Débora Bloch, who was highlighted as Odete Roitman in ‘Vale Tudo’, presented the dramaturgy highlights at the 2026 Globo upfront Photo: Renato Pizzutto/ Disclosure
Considering a traditional advertising project and the prices of insertions in the broadcaster’s prime time and subtracting the standard discount that is usually applied by the market, total revenue could exceed, after more than 170 episodes, half a billion reais. Globo does not disclose official values.
The audience also broke records, The emblematic chapter of October 6thwhen Odete Roitman (Deborah Bloch) was murdered, had 31 points on Kantar Ibope Media’s National TV Panel (PNT) – each point is equivalent to more than 692 thousand individuals. Last week’s average was 29 points and 49% participation on PNT, representing the highest audience for a soap opera on the schedule since January 2024. Throughout the year, the average was also high, with 24 points on the national panel.
This alone, however, does not explain such commercial success. By way of comparison, the original story, from 1988, had an average of 61 points, with 81 in the character’s death chapter. Since then, many things have changed, including the habit of sitting in front of the TV at a specific time, for something specific. Hence the decrease in audience ratings. So why did it value more?
“Anything goes materializes our intention to transform Globo’s content increasingly into multiplatform projects, moving very fluidly between TV, streaming, social networks and digital platforms, from Globo or third parties”, says Manzar Feres, the company’s business director. A large part of this achievement is, therefore, the result of technical-creative planning that could only be made possible today.
Manzar Feres, business director at Globo, says that brands have embarked on the Vale Tudo engagement wave Photo: Disclosure
It is no coincidence that on Monday night (13), when Globo held its upfront 2026 (an event designed to bring news from media companies to the market), the ten years of Globoplay was highlighted. Brazilian consumption habits on the platform have grown, according to the company: today users access the app more than four times a week, 50% above the market average.
Another attraction of the night was Jade Piconwho will play the villain Soraia in the serial All for a Second Chance. Unlike, however, all of the network’s other soap operas, this will be the first “microdramas” produced by Estúdios Globo: in vertical format, made to be watched on a cell phone.
Jade Picon was cast as the villain in Globo’s first ‘vertical soap opera’, ‘Tudo por Uma Segunda Chance’ Photo: Estevam Avelar/ Globo
The new meta-advertising
Another villain appeared on the stage of upfront: Arminda, played by Grazi Massafera in Three Graceswhich will replace Anything goes next week. Actresses from serials from other times that are yet to debut were also on stage, The Nobility of Love e Racing Heart. They were there to prove the value of their stories and casts, the main attractions for large audiences and, therefore, one of the market’s prerequisites.
But even if they present these credentials, they will be enough to surpass the standard proposed by Anything goes?
The soap opera, after all, had dramaturgical groups that facilitated the connection between brands and history: digital influencers, entrepreneurs, consumerist millionaires and, mainly, an advertising agency. Tomorrow, led by partner Renato Filipelli (João Vicente de Castro) and creative director Solange Duprat (Alice Wegmann), carried out several of the campaigns that, fictional in the soap opera, turned into real commercials during breaks. It was not uncommon for the influencer Maria de Fátima, also a character in the soap opera, to use her social networks to talk about a product or action, also delivered by the actress who plays her, Bella Campos.
Some of the main actresses and actors from the remake of ‘Vale Tudo’: soap opera raised the advertising bar for soap operas Photo: Fabio Rocha/TVGlobo
“What happens is this: fiction crosses reality and our soap operas become topics, memes, they are commented on, shared. And we take brands along in this wave of engagement, creating contextualized campaigns that gain traction and convert into real results for advertisers”, adds Feres.
Also read
The top ten advertisements in the remake of Vale Tudo
Along this trajectory, not all actions had a positive impact. In social conversations, part of the public made clear their dissatisfaction with the frequency of product placements (when the advertiser is inserted into the story, also known as merchandising). It was almost a mark every two chapters. The audience also felt uncomfortable when insertions were carried out with little care, as in the case of the character Afonso Roitman (Humberto Carrão), who interacted with brands while fighting cancer.
In any case, advertisers celebrate the positive results. Vivo, which announced a new line of cell phone products, states that the QR Code in the commercial contextualized alongside the soap opera’s script accounted for more than 60% of conversions. Corona was the official sponsor of Lady Gaga’s show in Rio, an event that also motivated posts by Maria de Fátima: of the 6.5 million impressions of the Ambev brand on the networks, 2 million came from the character’s profile alone. See other activations at this link.
These numbers reinforce that, after Anything goesGlobo’s commercial department has a big problem facing the next serials. Whether in the traditional 9pm slot, in new interactive formats or whatever else the interface between technology and history provides.
Hi! I’m Renato Lopes, an electric vehicle enthusiast and the creator of this blog dedicated to the future of clean, smart, and sustainable mobility. My mission is to share accurate information, honest reviews, and practical tips about electric cars—from new EV releases and battery innovations to charging solutions and green driving habits. Whether you’re an EV owner, a curious reader, or someone planning to make the switch, this space was made for you.
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