Globo, the Brazilian television network, has begun selling advertising slots for the upcoming event, Todo Mundo no Rio, which will feature Colombian singer Shakira performing on May 2 at Copacabana beach. In a bid to stimulate interest from advertisers, Globo has reduced its advertising rates by 23%, making it more appealing for companies to participate. The network aims to generate a significant revenue stream of R$ 36 million from this event.

The decision to cut prices comes after a successful sale of advertising for a previous event featuring Lady Gaga, which generated R$ 47 million in 2025. This context indicates Globo's ambition to replicate or exceed that financial success, even amidst a competitive advertising landscape. By targeting a popular international artist like Shakira, Globo is leveraging her global appeal to lure in advertisers who want to reach her fan base.

The Todo Mundo no Rio event is expected to attract a large audience, both in-person and via television, making it a prime opportunity for brands looking to enhance their visibility. Globo's aggressive pricing strategy may also reflect an attempt to rebound from any previous advertising shortfalls, positioning the network as a dynamic option for advertisers in Brazil's evolving media market.