Analyzing the impact of Big Brother Brasil 2025 (BBB25) requires a strategic and detailed approach, especially considering the show’s massive audience. To achieve this, a robust social listening methodology was essential. In this article, we explain how CBI Reality 25, developed by Loxias, enabled real-time data monitoring of online conversations about the program, extracting valuable insights about audience perceptions, engagement trends, and the influence of sponsoring brands.
By leveraging Artificial Intelligence (AI) and Machine Learning (ML), we mapped not only the volume of mentions but also gained a deep understanding of viewer sentiment, social media behavior, and public responses to brands associated with the reality show.
Multichannel Data Collection and Monitoring Strategy
The data collection process for BBB25 was strategic and meticulous, using cutting-edge multichannel monitoring tools such as Brandwatch and Fanpage Karma. These platforms were crucial for capturing and analyzing all mentions of the show across various platforms.
Custom query methodology was used to segment data by key terms like “BBB25,” “elimination,” “vote,” and by participant names such as Renata Saldanha and Vitória Strada, who dominated the conversations.
Additionally, geolocation enriched the monitoring process, mapping the regional distribution of mentions and identifying high-engagement zones. Machine Learning enabled the real-time analysis of discussions, highlighting hot topics generating the most traction on social networks.
Sentiment Analysis and Audience Reaction Insights
The sheer volume of data generated during BBB25 required in-depth processing. Natural Language Processing (NLP) techniques helped identify sentiment patterns in online mentions. This was critical for understanding emotional responses to both contestants and show dynamics.
We observed a clear sentiment polarization: while contestants like Vitória Strada enjoyed widespread support, others like Renata Saldanha faced intense criticism. These sentiment shifts were closely tied to key events such as eliminations and leadership trials, which consistently drove spikes in engagement.
Using the CBI Reality 25 methodology, we were able to map these emotional trends and identify crucial moments that shaped public perception and interaction.
Brand Sponsorship Impact: How Co-Branding Shaped Online Conversations
The influence of sponsoring brands played a central role in our analysis. Companies such as Chevrolet, Seara, McDonald’s, and Kwai were prominently featured in conversations, especially through co-branded campaigns linked to participants and show dynamics.
Voting campaigns generated massive interactions, with hashtags like #FicaRenata and #ForaAline trending across social platforms. Through Share of Voice (SOV) analysis, we identified how each brand was perceived.
For example, Chevrolet enjoyed a positive association due to its involvement in reward-based activities, while Seara and iFood excelled with campaigns that mobilized voting efforts. However, some brands faced challenges, including allegations of vote manipulation, which negatively impacted brand perception.
Measuring Brand Health: Introducing the Brand Health Indicator (BHI)
The Brand Health Indicator (BHI), developed by Loxias, was vital in assessing the health of brands linked to BBB25. The BHI measures three core factors: volume of mentions, engagement, and sentiment.
During the analysis period, the BHI for BBB25 rose by 38% compared to the 2024 edition. This reflected stronger public involvement, especially during elimination rounds and leadership challenges.
Brands like Chevrolet and Seara, which invested heavily in co-branding strategies, saw significant digital presence and engagement growth. BHI provided a clear view of how brand associations with the show influenced public image, both positively and in areas needing adjustment.
The Importance of Continuous Monitoring and Marketing Strategy
The CBI Reality 25 methodology, blending AI, Machine Learning, and expert analysis, enabled a strategic, detailed understanding of BBB25’s digital impact. Data analysis helped interpret audience behavior and revealed the influence of brand sponsorships on public perception.
The insights gathered allowed brands to optimize their marketing strategies in real time, improving ROI on co-branded actions.
This research underscores the importance of continuous social media monitoring, not only for brand positioning within BBB25 conversations but also for the show itself to understand better how audiences react to game dynamics. Ultimately, this creates a valuable feedback loop that benefits both brands and the broadcaster.
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