Rede Globo Target Market in Brazil
Rede Globo has an estimated audience of 9,240,065 people in Brazil. 67.9% are female, 32.1% are male, average age 39.5. Top regions: São Paulo, Minas Gerais, Paraná. Top brand affinities: Novella, Scooby-Doo, Manicure & Pedicure, O Boticário, Animal.
The average Rede Globo fan in Brazil is 39.5 years old, more female, and lives primarily in São Paulo. The audience is concentrated in São Paulo, Minas Gerais, Paraná. Top brand affinities include Novella, Scooby-Doo, Manicure & Pedicure, with strongest over-indexing on Novella (1.84× the country average). Demographically, the Rede Globo audience skews more female with an average age of 39.5, and over-indexes on personality traits such as Price Sensitivity, LGBTQ+ Identity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
Category: Movies & TV · Type: Brand
Customer demographics of Rede Globo
| Metric | Value |
|---|---|
| Female | 67.9% |
| Male | 32.1% |
| Average age | 39.5 |
| Estimated audience size | 9,240,065 |
Audience persona
The typical Rede Globo fan in Brazil is more female, around 39.5 years old, with strong Price Sensitivity tendencies and a notable affinity for Novella.
Rede Globo customers by region in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | ~2M | 0.84× |
| Minas Gerais | ~1.5M | 1.47× |
| Paraná | ~800K | 1.44× |
| Bahia | ~700K | 1.19× |
| Rio de Janeiro | ~600K | 0.68× |
| Rio Grande do Sul | ~500K | 0.99× |
| Santa Catarina | ~500K | 1.11× |
| Goiás | ~400K | 1.23× |
| Pernambuco | ~400K | 0.97× |
| Ceará | ~300K | 0.79× |
| Federal District | ~300K | 1.63× |
| Pará | ~200K | 0.78× |
| Maranhão | ~200K | 0.93× |
| Mato Grosso | ~200K | 0.93× |
| Espírito Santo | ~200K | 0.83× |
| Paraíba | ~200K | 0.84× |
| Alagoas | ~100K | 0.98× |
| Rio Grande do Norte | ~100K | 0.85× |
| Mato Grosso do Sul | ~100K | 0.93× |
| Rondônia | ~100K | 1.37× |
| Piauí | ~100K | 0.8× |
| Amazonas | ~100K | 0.62× |
| Sergipe | ~90K | 0.97× |
| Tocantins | ~70K | 1.07× |
| Acre | ~30K | 0.91× |
| Roraima | ~30K | 1.1× |
| Amapá | ~30K | 0.82× |
Top brand affinities of the Rede Globo audience
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Novella | 1.84× | Literature |
| Scooby-Doo | 1.84× | Movies & TV |
| Manicure & Pedicure | 2.23× | Beauty & Wellness |
| O Boticário | 1.71× | Shopping |
| Animal | 1.58× | Pets & Animals |
| Confectionery | 1.55× | Food & Beverages |
| PCI Concursos | 1.91× | Shopping |
| Banco do Brasil | 1.76× | Business & Career |
| Marriage | 1.53× | Kids & Family |
| Laughter | 1.61× | Movies & TV |
| Stranger Things | 1.54× | Movies & TV |
| Gated community | 1.59× | Home & Garden |
| Crochet | 1.67× | Home & Garden |
| Arezzo | 1.55× | Travel & Leisure |
| Environmental science | 1.67× | Business & Career |
| Northeast Region, Brazil | 1.56× | Travel & Leisure |
| MSN | 1.68× | News |
| Carrefour | 1.53× | Shopping |
| Riachuelo | 1.66× | Shopping |
| Coupons | 1.5× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Price Sensitivity | PREMIUM | 1.39 |
| LGBTQ+ Identity | OPEN | 1.38 |
| Indulgence | JOY | 1.34 |
| Spirituality | BALANCE | 1.33 |
| Design Affinity | PREMIUM | 1.33 |
| DIY Mentality | THRILL | 1.32 |
Worldwide distribution
| Country | Share |
|---|---|
| Brazil | 89.9% |
| United States | 4.8% |
| Japan | 1.7% |
See Rede Globo audiences in other countries
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Frequently asked questions
Who is Rede Globo's target market in Brazil?
Rede Globo's target market in Brazil covers an estimated 9,240,065 people, concentrated in São Paulo and Minas Gerais.
What is the gender split and age of Rede Globo customers?
67.9% of the Rede Globo audience are female, 32.1% are male, with an average age of 39.5 years.
Which brands do Rede Globo fans like most?
Rede Globo fans show strongest brand affinity for Novella (1.84×), Scooby-Doo (1.84×), and Manicure & Pedicure (2.23×) over the country average.
Where do Rede Globo fans live in Brazil?
Rede Globo fans in Brazil are most concentrated in São Paulo (reach ~2M), Minas Gerais (reach ~1.5M), and Paraná (reach ~800K). These three regions account for the largest share of the active audience.
What other brands do Rede Globo fans also like?
Beyond Rede Globo itself, the audience over-indexes on Scooby-Doo (1.84×), Manicure & Pedicure (2.23×), O Boticário (1.71×), and Animal (1.58×) compared to the Brazil average.
How to read this data
Audience size is the estimated number of people in Brazil who actively search for Rede 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.
About this audience profile
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.