JN melts down and could accelerate changes at TV Globo.
The average audience rating in January, at 24,5 points, was the worst in history and fell an impressive seven points compared to the same period last year; the formula of the news program presented by William Bonner and Patrícia Poeta, focused on "Homer Simpson," is beginning to show signs of exhaustion in a country where the flow of information is ever increasing.
247 - In a candid, but not entirely happy, statement, Globo journalist William Bonner once said that he presented the Jornal Nacional to "Homer Simpson," which would explain the lack of depth in the analyses of Brazil's main television news program. However, the formula seems to be getting old. Data collected by the Zapping column in Folha de S. Paulo indicates that JN's audience is practically melting away.
"With an average of 24,5 points, the "National News" (Globo) recorded its worst January in history. Compared to the same period in 2012, the news program... William Bonner e Patricia Poet It dropped seven points: last year, it registered 31,3 points. Before that, the worst rating for "JN" had been recorded in January 2010 (29,2 points). The best result was in 2001, when it ended the month of January with 40 points," the column reports.
Since JN (Jornal Nacional) is Globo's main journalistic product, from which its influence and therefore its advertising audience derive, the data is alarming. Recently, Globo hired advertising executive Sérgio Valente, former president of DM9, an agency belonging to Nizan Guanaes' group, to smooth its relations with the government and the advertising market. Valente's mission will be to ensure that Globo continues to have a revenue that is, with each passing day, more disproportionate to its audience, which is evaporating.
Last year, despite its smaller audience, Globo closed its accounts with a 10% increase in revenue compared to 2011, reaching R$ 12 billion. Maintaining that pace in 2013 will not be so simple.