Globo's 'A nobreza do amor' Ends With Weakest Finale Rating Since 2022

The final episode of "A nobreza do amor" scored 20 points in São Paulo on Friday (6), the lowest finale rating for Globo's 18h telenovela slot since "Mar do Sertão" in 2022. In Rio de Janeiro, the last chapter reached 24 points.

The number places the closing episode below both of its immediate predecessors. "Êta mundo melhor!" ended its run with 21 points in São Paulo and 25 in Rio. "Garota do momento" closed with 19 in São Paulo and 28 in Rio, according to the audience data.

What does the full-run average show?

Across its entire broadcast, "A nobreza do amor" averaged 17.5 points in São Paulo. That figure sits below the 18.6 average posted by "Êta mundo melhor!" and the 18.1 of "Garota do momento".

The 17.5 average is the weakest performance for the slot since "Elas por elas" (2023), which averaged 15.4 points in São Paulo.

The telenovela was written by Duca Rachid, Júlio Fischer and Elisio Lopes Jr. It occupied the 18h slot that Globo has long used as its early-evening fiction anchor.

What does this change for the slot?

For programmers and media buyers, the pattern is clear: three consecutive 18h telenovelas have finished with declining or soft averages in São Paulo, Globo's largest advertising market. The slot has now posted its two weakest averages of the recent cycle within two years, with "Elas por elas" at 15.4 in 2023 and "A nobreza do amor" at 17.5 now.

Rio remains a relative strength. The finale's 24 points there exceeded the São Paulo figure by four points, and "Garota do momento" managed 28 in Rio even while closing at 19 in São Paulo.

Globo has not yet announced which telenovela will follow in the 18h slot. The next project's early São Paulo numbers will show whether the 17.5 average reflects a temporary dip or a structural shift in early-evening viewing.