Lá na Minha Terra premiered in Globo’s 18:00 slot to lower ratings in Salvador and Recife than the premiere of The Nobility of Love. According to Kantar Ibope Media, the new soap opera’s first episode scored 22 points in Salvador, compared with 25 for its predecessor. In Recife, it scored 27 points, against 29.The second episode, which aired on Tuesday (10), scored 26 points in Recife. The figures provided for Salvador cover only the premiere, so they do not show whether ratings there changed after the first day.The premiere came amid criticism on social media over the show’s portrayal of Brazil’s Northeast. Set in 2026, the soap opera, written by Mário Teixeira, was accused by some viewers of relying on outdated stereotypes. Critics pointed to its sets, costumes and storylines as depicting the region as stuck in the past. Filmmaker Kleber Mendonça Filho, director of The Secret Agent, also mocked the portrayal in social media posts.The lower ratings and the criticism have coincided, but the figures released do not establish that the social media response caused the difference compared with The Nobility of Love. What is clear is that, in both cities, the new show’s premiere drew lower ratings than its predecessor’s.Starring Dira Paes and Daniel de Oliveira, Lá na Minha Terra follows Rosenda, a woman raising her five children alone after her husband leaves for São Paulo and disappears. The soap opera remains on Globo’s schedule.With information from PapelPop.
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