The TV is showing soccer.

Brazil is the land of samba and soccer, and in 2014 it hosted its second FIFA World Cup. Brazil is also a nation of television. It ranks among the countries with the longest average viewing times worldwide.

In a vast country like Brazil, television creates a sense of national unity. Millions upon millions of Brazilians gather daily in front of their TVs, watching dramas and relating them to their own lives. Just a few months ago, on the night the final episode of a popular drama aired, so many citizens turned on their TVs simultaneously that electricity demand surged dramatically. This forced the government to take emergency measures, opening reserve power sources to manage the electricity supply.

Decades of economic growth have enabled many Brazilians to afford televisions. This, too, is a reason for television's success in Brazil. With Brazil's still relatively low level of school education, television content is easier to understand than books or magazines (this is likely also why many Brazilian print ads, winners of global advertising awards, rely more on visuals than catchphrases or copy).

The advertising industry understands these dynamics well, investing approximately 65% of its total advertising budget in television to align with consumer behavior and preferences.

Brazil is also a nation of the internet. Computer and smartphone screens, small yet resembling television, are also the only medium where individuals can express themselves. It's a country actively engaged on Facebook, ranking second globally in users after the United States.

By the way, would you be surprised to learn that one of Brazil's most popular sports is watching television? Brazilians comment live on social networks about what's airing on TV, enjoying it much like they enjoy soccer passes and goals.

Brazilians are a happy, positive, and vibrant people. They love watching YouTube and being seen by others on YouTube. It's not at all surprising in Brazil for someone to be discovered through a video they uploaded and then cast in a role in the next prime-time drama.

(Supervised by: Dentsu Inc. Aegis Network Business Division)