Globo domination

WHEN the football World Cup begins on June 12th in Brazil, tens of millions of Brazilians will watch the festivities on TV Globo, the country’s largest broadcast network. But for Globo it will be just another day of vast audiences. No fewer than 91m people, just under half the population, tune in to it each day: the sort of audience that, in the United States, is to be had only once a year, and only for the one network that has won the rights that year to broadcast American football’s Super Bowl championship game.

Globo is surely Brazil’s most powerful company, given its reach into so many homes. Its nearest competitor in free-to-air television, Record, has an audience share of only about 13%. America’s most popular broadcast network, CBS, has a mere 12% share of audience during prime time, and its main competitors have around 8%.