Travessia broke the mark of 30 viewer points for the first time this Friday in the last chapter (5). According to preliminary data from tv news, The nine o’clock telenovela scored 29 points with a peak of 31 in the São Paulo metropolitan area, but it was one of Globo’s biggest failures.
Gloria Perez’s feuilleton scored more satisfactorily in Rio de Janeiro, scoring 31 points with a high of 33. Indices are subject to change when consolidated data are released.
The final chapter drew fewer viewers than the score of its predecessor, Pantanal (2022), which scored 34 points with the transformation of José Leôncio (Marcos Palmeira) into Velho do Rio. Even repeating Império in 2021 due to the Covid19 pandemic got a more meaningful result 33 points.
The indices show that Travessia was the second telenovela of the nine least watched by the Audience Guide, averaging 24.1 points over 179 chapters. The story of Brisa (Lucy Alves) only surpassed the problematic Um Lugar ao Sol (2021), which finished its trajectory with 22.3 points.
embarrassment in billing
Travessia ended after nearly seven months of airing as one of the biggest failures in Globo’s primetime history. The storyline of Gloria Perez is not overlooked: it had dire consequences, dropping audiences across Brazil and, as its gravest sin, causing a drop in the channel’s revenue due to a lack of audience appeal.
However, the worst blow Travessia dealt to Globo wasn’t to the audience as part of the audience followed the storyline on Globoplay and the migration was somewhat to be expected. It was in the bag. In the Pantanal, several advertising deals have already been signed on TV screens with the remake. Travessia had no agreed merch promotions while on air. Only contracts signed before their debut have been fulfilled.
Globo was also unable to close separate rooms during commercial breaks on the Sao Paulo soap opera, a rare feat for a production. For example, the broadcaster had little demand for the exhibition of the last chapter. By adding everything that could be sold or negotiated, the series reduced the track’s commercial agreements by 30% compared to its predecessor.
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