SBT announces Black Friday Live Show 2026 multiplatform project

SBT has announced the 'Black Friday Live Show 2026', a multiplatform commercial project designed to merge entertainment with live shopping. Scheduled for November 24, 2026, at 10:20 PM, the special will be broadcast simultaneously on free-to-air television, the +SBT streaming platform, and various digital channels.

Hosted by Celso Portiolli and the character Barnabela (played by Tiago Barnabé), the program will utilize a game show format featuring trivia rounds about sponsors and stage challenges. While the live broadcast occurs, viewers can access exclusive discount coupons and real-time offers through digital platforms.

Marcela Marchi, SBT's Director of Multiplatform Business, stated that the project aims to capitalize on the retail date by generating anticipation through a ten-day warming period involving social branded content and merchandising. The initiative follows a 2025 edition that reached 5.5 million people on TV and generated 6.5 million digital impressions.