The 26th edition of the event begins this Monday (12) and, for almost 100 days, attention has focused on the “most watched house in the country”. More than following the participants, the public will once again see a great business showcase, with the brands that support and activate the commercial gear of the reality show, today designed to go beyond TV and operate as an audience, data and interactivity platform in streaming, on networks and even on urban furniture.
This year, BBB 26 arrives with 15 sponsors from different segments and a larger commercial package: there are 18 quotas, five more than the number released in October. The company does not reveal values, but the advertising market estimates that sponsorships could exceed R$1.5 billion.
The list of advertisers mixes veterans and newcomers. According to Rede Globo, Amstel and McDonald’s have maintained an uninterrupted presence for six editions. Mercado Livre and Ademicon have appeared for four editions. CIF, iFood and Electrolux have participated since BBB 24 and Ajinomoto debuted at BBB 25 and returns again. Among the newcomers are Mercado Pago, Betano, TIM and Nivea. There are also specific quotas for dynamics and segments closed by Mercado Livre, Mercado Pago, Nivea, Nestlé, MRV and Super.
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Causing
As soon as it went on air, BBB 26 arrived and created repercussions. According to the company, the reality show has been among the most searched topics on Google in the entertainment category since the beginning of the year, was in the top 2 among TV Globo programs that most entered Trending Topics in the period and totaled more than 30 hours of tweets in Brazil on network X since December 19th.
According to the broadcaster, this pre-heating is an economic asset, reducing the cost of “launching” the program and providing brands with an environment in which the public arrives prepared to interact, comment and share.
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Technology
The main novelty of 2026 is the introduction of Artificial Intelligence in broadcasting. The broadcaster explains that scenes captured by an exclusive camera may use AI, with human supervision, to choose frames and generate contextualized information and analysis about what happens in the house.
In this way, Globo sells BBB as an increasingly technological product, capable of transforming image into context and context into engagement.
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On the public experience side, anyone logged into Globoplay will be able to vote on the wall using the remote control, as long as the device is compatible. It seems like a detail, but it is a sign of strategy: reduce friction to increase participation. The easier it is to interact, the higher the engagement rate and therefore the higher the advertising value of the ecosystem.
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Multiplatform
Globo reinforces that BBB is no longer just a TV program and has become an engagement platform also in streaming and networks, with complementary layers. The economic logic is simple: each layer creates more screen time, more touchpoints and more opportunities for the brand to appear not just as an ad, but as part of the “game”.
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The division is as follows:
- Gshow acts as a “command base”: a page will bring together, in one place, votes (walls, glass houses, Big Fone) and interactions such as polls, guesses, quizzes and real-time content, with a greater offer of vertical videos and cuts.
- Globoplay with 24 hours live: from January 9th, simultaneous broadcast from the five glass houses; After the premiere, there will be 12 simultaneous signals, in addition to the entire program shown on TV.
- Multishow: debut of the Mesacast BBB program (Monday to Friday, 7:30 pm) and return of the weekly BBB Big Show.
- Cartola BBB: fantasy game that transforms reality into a parallel competition, with scores based on performance in the game (leadership, angel, wall, Big Fone, VIP, etc.), available exclusively on the Cartola app.
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Glass houses in five regions
The dispute started outside the main house. BBB 26 had five glass houses, one in each region of the country: Park Shopping São Caetano (SP), Sumaúma Park Shopping (Manaus), Praia de Belas Shopping (Porto Alegre), Conjunto Nacional (Brasília) and Shopping Bela Vista (Salvador). Twenty candidates competed for places, but only half were selected by the public this Sunday for the Pipoca group.
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This strategy made BBB gain territory, creating physical events in shopping malls, generating flow, content, spontaneous media and expanding its reach beyond the digital bubble.
BBB Experience
The most obvious version of BBB as an off-screen entertainment and consumption product is the BBB Experience, an immersive activation at ParkShopping São Caetano, with 3,400 m² and around 15 environments recreated in full scale, featuring rooms and scenes from different editions.
The visitor goes through a reality “time tunnel” and interacts with elements such as Big Fone and the leader’s screens and arrives at the pool area, where the Southeast glass house was located. This went a step beyond classic licensing, because the program became a physical space, with potential for direct monetization and brand strengthening.
Viewer strength
The 2026 edition expands the role of the spectator who, in addition to voting, will be able to make unprecedented decisions, such as choosing which of the three Big Phones will be activated and which command will be given to whoever answers. There will also be the possibility of replacing any player, through an extra confinement space, described as a “laboratory”, where new candidates will compete for the chance to enter the main house.
This design reinforces BBB’s change in category: from assisted reality to participatory game, in which the audience is also the mechanics of the product.
Brand exposure
For Globo, BBB 26 does not just offer insertions for brands, but context and behavior, delivering daily attention, social conversation and a range of formats (TV, streaming, networks, in-person experience and games) in which they can work at the top, middle and bottom of the funnel.
And the numbers help explain the appetite: in the 2025 edition, BBB reached 128.7 million Brazilians, around 80% of the country’s homes, with an audience 78% greater than the sum of other open TV channels and 33% greater than the sum of all streaming, according to Kantar Ibope Media.
In an advertising market that seeks efficiency, scale and engagement, BBB enters 2026 even more efficient, with more quotas, more sponsors and more technology to transform attention into interaction, and interaction into commercial value.
