SBT and Globo vie for TV ratings dominance in São Paulo

Brazilian broadcasters are locked in a fierce battle for morning viewership in the Greater São Paulo market. Globo continues to lead the 06:00‑12:00 slot with an average rating of 7.7 points (32.2% share) and maintains a comfortable margin over rivals. Record and SBT are close behind, each posting ratings around 2.8‑3.0 points (10‑13% share), prompting both networks to increase investment in morning programming to attract more viewers.

In the afternoon, SBT’s "Domingo Legal" hosted by Celso Portiolli briefly overtook Globo’s lineup, securing the top spot for 17 non‑consecutive minutes on Sunday. The show peaked at 7.38 points at 15:47, surpassing Globo’s pre‑game broadcast, and celebrated SBT’s 45‑year anniversary with Portiolli ringing a bell on stage.