Globo reports 23% surge in advertising revenue

Globo reported a 23% increase in advertising revenue for the second quarter of 2026, reaching R$ 3.8 billion. This marks the company's largest advertising advancement since 2024, driven by the World Cup and creative merchandising strategies, such as naming rights for characters in soap operas.

Total revenue for the period reached R$ 5.2 billion, a 16% increase compared to the same period in 2025. While advertising accounted for 71% of total revenue, earnings from paid TV and streaming remained stagnant at R$ 1.3 billion. This stagnation is attributed to new Globoplay subscribers joining through partnerships with Claro, which provides the service at no additional cost to the user, resulting in fixed payments to Globo.

For the first half of the year, the company's total revenue rose 12% to R$ 9.6 billion. However, operational profit (EBTDA) fell by 6% to R$ 875 million, impacted by costs associated with the World Cup.