According to the broadcaster, the decisive chapter of the soap opera “Vale Tudo” had 87 commercial activations and recorded the highest revenue in its history
Globo sold sponsorship quotas to 23 advertisers in the chapter that showed the death of villain Odete Roitman in “Anything goes” on Monday night (6.Oct.2025). The soap opera broke the broadcaster’s revenue record, with 87 commercial activations, surpassing “Pantanal”according to information sent to the Poder360.
According to the broadcaster, in addition to sponsorship from Itaú bank, the following brands were present in the television content: Vivo, BYD, Coca-Cola, Ambev, Uber, Dove, Omo, Comfort, Amazon, Paramount, Johnson Baby, Electrolux, Ram, Boticário, L’Oréal, Hapvida, Chilli Beans, Cimed, Abbott, Copagaz, Coral and iFood Paints. Globo does not disclose the values.
The broadcaster says that the next two weeks, when the soap opera reaches its final stretch, will have the breaks almost completely occupied by advertisers. More than 20 brands have already been confirmed; 7 of them developed specific campaigns for the episodes that will mark the revelation of Odete Roitman’s killer: OMO, iFood, Dove, Itaú, Zé Delivery, Subway and Serasa.
According to the Globo established different values for commercial insertions during the episode. Advertising quotas were divided into 3 categories: 15 seconds for R$745 thousand, 30 seconds for R$999 thousand and R$1.2 million for the first 30 seconds after the break.
The soap opera reached its highest national average since its debut on Monday, with 31 points and a 52% share in the National Television Panel (PNT).
In São Paulo, it recorded 31 points and 50% participation, the highest audience for a soap opera of 9 in almost 2 years, since the final of “Earth and Passion” in January 2024. In Rio de Janeiro, it reached 38 points and 56% participation, the highest time mark in 3 years, since the final of Pantanal in October 2022.
O remake de “Anything goes“, adapted by Manuela Dias from the original 1987 soap opera, will be completed on October 17th, after 6 months on air.
