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Even With 25% Decline in Audience Since 2020, Jornal Nacional Keeps the Most Expensive Ad on TV: R$ 1.044 Million for 30 Seconds, Still Reaches 20 Million People Daily and Can Generate R$ 30 Million in a Single Edition, Even Under Pressure from Streaming and Social Networks.
In 2025, the 30-second ad on Jornal Nacional costs R$ 1,044,000, according to the latest table sent by TV Globo to the advertising market, consolidating the newscast as the most valued space on Brazilian open television. The adjustment places JN at the top of the list of programs with the highest table value for advertisers looking to appear in prime time.
Even with a slight decline in audience, the newscast is expected to close 2025 with an average of 22.3 points, down from the 29.8 points recorded in 2020, but still reaches about 20 million people daily, a volume considered more than sufficient to maintain million-dollar contracts and the ongoing interest of major brands seeking mass reach.
Ad Price Soars and Exceeds R$ 1 Million
The value of the ad on Jornal Nacional not only remains high but has been recently adjusted. In October, the price for 30 seconds was R$ 971,800.
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Heading to Brazil in a Bonanza F33 single-engine aircraft: a couple departs from Florida on a visual flight, makes technical stops in the Caribbean to refuel and organize paperwork, and begins the staged crossing until they reach the country.
Now, the space costs R$ 1,044,000 for 30 seconds, surpassing the symbolic barrier of R$ 1 million and reinforcing JN’s position as the most expensive ad on open TV in the country.
In practice, this means that each thirty-second advertising insertion in the newscast is treated as a high-prestige asset.
The commercial table sent to the advertising market makes it clear that Jornal Nacional is Globo’s number 1 showcase, especially for institutional campaigns, national launches, and brands that rely on large scale.
Audience Declining, But Commercial Value Remains High
The increase in the price of the ad occurs in a context of audience retrenchment. According to Kantar Ibope data, Jornal Nacional is expected to close 2025 with an average of 22.3 points, half a point below the previous year.
Over the past five years, the newscast has dropped from 29.8 points in 2020 to the current level, representing a loss of around 25% of the audience during this period.
However, this decline is not exclusive to Globo. All major open TV networks are facing the same trend of audience migration to social media, streaming platforms, and other digital environments.
Nevertheless, JN still communicates daily with about 20 million people, a number that remains extremely relevant for any advertiser seeking broad and immediate visibility.
One Night Can Generate Up to R$ 30 Million
With the new table value for each ad and the large number of interested advertisers, a single edition of Jornal Nacional can generate up to R$ 30 million in revenue.
The calculation takes into account multiple commercial breaks throughout the newscast, adding different brand insertions competing for space in one of the most prime time slots on Brazilian television.
For Globo, this revenue potential positions JN as one of the main revenue engines of the daily programming.
In a single night, the network can collect the equivalent of large entire campaigns from other platforms, just from the total of ads aired during the newscast.
Fixed Sponsorships Reinforce the Commercial Power of JN
In addition to individual 30-second slots sold at standard rates, Jornal Nacional also has sponsorship contracts that guarantee recurring revenue.
An example cited in the market is that of a digital bank that pays R$ 15 million per month to have its brand displayed consistently during the newscast.
This type of agreement demonstrates how the ad on JN goes beyond point insertions.
Annual sponsorships reinforce the presence of certain brands with the public and help Globo maintain a steady revenue flow, even with the natural fluctuations of advertising investment throughout the year.
How Much Does the Ad Cost on Other Globo Programs
Although Jornal Nacional leads by a wide margin, other journalistic and variety programs on Globo also exchange high figures in the sale of 30-second ads.
According to the latest table, the values are:
- Hora Um (Early Morning): R$ 36,100
- Bom Dia Brasil: R$ 158,000
- Jornal Hoje: R$ 298,700
- Praça TV 2nd Edition: R$ 609,793
- Globo Repórter: R$ 454,500
- Fantástico: R$ 716,800
- Jornal da Globo: R$ 114,200
The comparison makes it clear the size of the difference. The ad on Jornal Nacional costs several times more than those of other newscasts on the network, including Bom Dia Brasil, Jornal Hoje, and even Jornal da Globo itself.
Even prestigious programs like Globo Repórter and Fantástico have significantly lower values than the main newscast of the network.
Change of Presenters and the Power of Prime Time
Globo has also been working on the renewal of the image of Jornal Nacional. The change of presenters carried out this year helped, according to market sources, to commercially revalue the broadcast slot of the newscast, reinforcing its attractiveness for brands that want to associate their image with credibility, tradition, and broad reach.
With annual contracts, a focus on prime time, and a high concentration of advertising during the night, the network keeps JN as its most profitable showcase.
Even in a scenario of deep transformations in media consumption, the main newscast of the network continues to be the product that concentrates the greatest interest from advertisers and the highest average ticket per ad insertion.
Open TV in Transformation, But Still Central to Big Brands
The decline in audience, accompanied by the migration to social media and streaming, forces networks to rethink strategies, formats, and business models.
Despite this, Jornal Nacional shows that open TV still occupies a central space in the media planning of large companies, especially when it comes to national campaigns and high impact.
For these brands, paying more than R$ 1 million for a single ad still makes sense when the goal is to reach tens of millions of people at once, in a high credibility environment with great repercussions.
And you, do you think it is still worth investing more than R$ 1 million in a 30-second ad on Jornal Nacional to reach 20 million people in 2025?
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