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Big Brother in Brazil - statistics & facts

Big Brother got bigger, at least in Brazil. Approximately 51 percent of TV sets in use in Greater São Paulo – the largest advertising market in the South American country – tuned to the reality TV show in 2021. That was the highest average share since 2009. The success led to a more ambitious season in the following year. The 2022 edition of Big Brother Brasil (also known as BBB) had 12 general sponsors, twice as many as it did until 2020. All advertisers of the 2021 season kept their deal for the 2022 cycle, including names like McDonald's and P&G. The Brazilian version of Endemol's reality TV show also increased its major sponsorship fee by about 18 percent in 2022. Whether or not the audience boom will continue in a post-pandemic scenario, Brazilian brands seemed to consider exposure on BBB a publicity triumph for 2022.
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Published by Julia Stoll, Dec 17, 2025

Key insights

  • Maximum value of a sponsorship fee
  • ***m BRL
  • Share of TV sets in São Paulo tuned to BBB
  • **%

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Current statistics on this topic

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Audience share of Big Brother Brasil in São Paulo, Brazil 2002-2022, by season

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Share of internet users watching reality TV shows in Brazil 2021

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Most watched TV channels in Brazil 2023, by household rating

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