Brazilian Carnival attracts highest TV ratings in recent years

The Carnival of Brazil, the annual festival and party that marks the beginning of Lent, took place this year between 24-28 February. Up to two million people take to the streets in Rio de Janeiro to celebrate, with the Carnival parade filled with revelers, floats, and adornments from numerous Samba schools. As compared to previous years, more viewers enjoyed television content around the Carnival in 2017, with an increase in viewing ratings registered. 

Our research showed that in the 15 metropolitan regions surveyed in Brazil, the hours between 6pm-midnight recorded the highest viewing figures. The audience was skewed towards women, with the breakdown being 58% female and 42% male. On average audiences consumed approximately 48 minutes of Carnival content across the analysis period, from February 1 to March 1, 2017.

We also analysed Brazil’s reaction on Twitter, looking at Tweets sent during live broadcasts about the Carnival According to data from the Kantar Twitter TV Ratings, the following moments drove the highest peaks in Twitter engagement:

  • The victory of Samba School Portela in Rio after 33 years without winning the title
  • TV and music personality Ivete Sangalo parading through the Samba School  Grande Rio on Sunday 26th. The singer was the honouree of the Samba School  Grande Rio this year.
  • Also in Rio, the parade of the Samba School Mocidade Independente de Padre Miguel, whose theme was The Thousand and One Nights. Tweets commented how beautiful it was.
  • The float for Samba School Unidos da Tijuca collapsed at dawn on Tuesday 28th, injuring 12 people.
  • The most mentioned schools during the transmissions of the parades of São Paulo in the TV were Dragões da Real, Academics of Tatuapé and Gaviões da Fiel.

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