A data profile of the people who buy, follow and care about o globo in Brazil — modelled from more than twelve digital signal sources. o globo has an estimated audience of 8,413,693 people in Brazil.
o globo has an estimated audience of 8,413,693 people in Brazil. 60.5% are female, 39.5% are male, average age 38.7. Top brand affinities: Maria Bethânia, Paulo Coelho, Alceu Valença, Oscar Niemeyer, Fernando Pessoa.
Top brand affinities include Maria Bethânia, Paulo Coelho, Alceu Valença, with strongest over-indexing on Maria Bethânia (7.51× the country average).
Demographically, the o globo audience skews more female with an average age of 38.7, and over-indexes on personality traits such as Individualism, Career Orientation.
The typical o globo fan in Brazil is more female, around 38.7 years old, with strong Individualism tendencies and a notable affinity for Maria Bethânia.
The key figures that characterise the o globo profile in Brazil.
60.5% are female, 39.5% are male, average age 38.7.
| Metric | Value |
|---|---|
| Female | 60.5% |
| Male | 39.5% |
| Average age | 38.7 |
| Estimated audience size | 8,413,693 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 19% | |
| 20-29 | 22% | |
| 30-39 | 21% | |
| 40-49 | 18% | |
| 50+ | 20% |
of the worldwide o globo audience comes from Brazil.
| Country | Share |
|---|---|
| Brazil | 94.7% |
| United States | 1.1% |
| Portugal | 0.9% |
The strongest cross-interests of the o globo audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Paulo Coelho | Literature | 11.07× | ||
| 02 | Fernando Pessoa | Literature | 11.07× | ||
| 03 | Hamlet | Literature | 11.07× | ||
| 04 | George Orwell | Literature | 11.07× | ||
| 05 | Franz Kafka | Literature | 11.07× | ||
| 06 | Simone de Beauvoir | Literature | 11.07× | ||
| 07 | South African Airways | Travel & Leisure | 11.07× | ||
| 08 | J. K. Rowling | Literature | 11.07× | ||
| 09 | Edgar Allan Poe | Literature | 11.07× | ||
| 10 | Club Atlético Independiente | Sports | 11.07× | ||
| 11 | Voltaire | Literature | 11.07× | ||
| 12 | Oscar Niemeyer | Arts & Culture | 10.58× | ||
| 13 | Alceu Valença | Music & Radio | 10.29× | ||
| 14 | Agatha Christie | Literature | 10.03× | ||
| 15 | Maria Bethânia | Music & Radio | 7.51× | ||
| 16 | Tom Welling | Movies & TV | 5.85× | ||
| 17 | Gal Costa | Music & Radio | 5.73× | ||
| 18 | Bossa nova | Music & Radio | 3.22× | ||
| 19 | Country music | Music & Radio | 1.54× | ||
| 20 | Internet & Social Media | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.59× | |
| Career Orientation | POWER | 1.36× | |
| Patriotism | CONSERVATISM | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.80× | |
| Luxury Orientation | PREMIUM | 0.80× | |
| Need for Security | CONSERVATISM | 0.82× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for o globo. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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