TV Globo faces viewership challenges with telenovela reruns

TV Globo faces challenges with its afternoon rerun slot, ‘Vale a Pena Ver de Novo’, as past successes do not always translate to current viewership. Changes in consumer habits, social behavior, and increased competition have impacted ratings for several classic productions.

Notable examples of underperforming reruns include ‘Cobras e Lagartos’, which saw critical rating drops during its 2014 return, and ‘Paraíso Tropical’, which struggled to maintain an audience in 2023. In contrast, the rerun of ‘Alma Gêmea’ successfully stabilized viewership numbers. The difficulty in maintaining ratings is often attributed to certain stories not aging well or losing ground to competing programming, such as Mexican telenovelas on SBT.