Petrobras paid R$4 million to broadcast a twominute commercial on Globo between the rise of Jornal Nacional and the news presented by William Bonner (photo) and Renata Vasconcellosreports Folha.
The commercial was meant to celebrate the state oil company’s 70th anniversary, and the 120second duration is extra long by TV advertising standards commercials normally last 30 seconds, a minute at most.
“The unprecedented format in the channel’s history was negotiated directly between Petrobras and Globo. Officially, it was a socalled “double golden break” because it was twice as long as a commercial sold in that space,” writes the São Paulo newspaper.
In advertising parlance, a “golden break” is when a brand pays to have its commercial shown without the accompaniment of other advertisers, regardless of whether they are competitive or not. According to Globo’s commercial website, the oneminute “Golden Break” sells for around R$1.9 million on JN.