The samba school parades held in São Paulo and Rio de Janeiro from February 13 to 17 attracted a massive audience, with Globo's broadcasts reaching 56.1 million viewers throughout Brazil. This significant viewership reflects the enduring appeal of Carnival and the importance of samba schools in Brazilian culture. The Kantar Ibope data indicated that Globo's viewership grew by 26% compared to the average ratings for that time slot on all days during the same period. This surge demonstrates how Carnival rallies nationwide attention and showcases Globo's role in broadcasting these culturally significant events. Globo's successful coverage reaffirms its position as a leading media outlet for major Brazilian events, reinforcing the network's connection with its audience during festive times like Carnival. Such high engagement is not only beneficial for the network's advertising strategies but also highlights the cultural impact of such traditions on national identity.