The 2026 Paulistão (São Paulo State Championship) concluded this past Sunday, March 8, marking a historic milestone for Record TV. The broadcaster has solidified its position as a major powerhouse in national football coverage, reporting a surge in both audience engagement and commercial revenue.
Audience and Digital Growth
In a recent appearance on the “Maquinistas” podcast, Alarico Naves, the Multi-platform Commercial Director at Record, confirmed that the tournament reached an impressive 257 million views—a 37% increase compared to the previous season.
Beyond traditional television, the championship served as a vital growth engine for the broadcaster’s digital ecosystem:
- Record Plus Expansion: The streaming service saw a staggering 715% increase in new users interested in sports content.
- Subscriber Boom: The platform’s total subscriber base grew by 70%, jumping from 10 million to 17 million active accounts.
- Increased Engagement: Total time spent by audiences watching live programming increased by 76% year-over-year.
Commercial Success and Innovation
The broadcaster’s strategy to integrate sponsors directly into the content experience yielded significant dividends. Commercial investments from partner brands grew by 11% this season.
- High-Impact Advertising: Over the course of 20 games, the channel executed 713 advertising interventions, ranging from short-form videos to product placements integrated into the live broadcasts.
- Final Match Showcase: The final between Palmeiras and Novorizontino was a commercial highlight, featuring 46 different advertisements.
- Real-Time ROI: To satisfy the demand for measurable performance, Record utilized on-screen QR codes and high-impact creative actions, allowing sponsors to track return on investment (ROI) in real-time.
“Our sales promise should not be just empty words; we must deliver, because our performance is heavily scrutinized today,” Naves noted regarding the broadcaster’s focus on tangible marketing results.