Grupo Massa

What Grupo Massa does

Grupo Massa is a privately held Brazilian multi-platform communication group founded circa 2007 in Curitiba, Paraná by presenter and entrepreneur Carlos Massa ("Ratinho"). The group operates an integrated crossmedia stack built on four owned-and-operated media pillars: Rede Massa | SBT (a five-station SBT affiliate TV network covering 100% of Paraná's 399 municipalities and producing 6,000+ hours of regional HD content per year), Massa FM (a national radio network with 75–90+ affiliates across Brazil's five regions), Massa.com.br / Massa Digital (digital news portal plus 3M+ Facebook, 871k Instagram and 2M YouTube followers), and Ponto OH (out-of-home urban advertising). The flagship audience asset is Programa do Ratinho on SBT, on air since 1998 with a daily reach of 7.3 million viewers, anchoring brand-association value for advertisers across the group's platforms.

The group's go-to-market is anchored by Soluções Massa, an advertising portal that packages crossmedia inventory into integrated 360 campaigns (TV airtime, radio spots, digital display, branded content and on-the-ground activations) and offers advertisers a client-area for billing, material submission and fiscal management. Pricing is quote-based with a R$1,000 minimum investment on the lead form, unit-based spot pricing on TV/radio by duration and time band, and CPM-based digital display pricing. Distribution combines direct inside-sales desks across six regional offices (Curitiba, Maringá, Londrina, Foz do Iguaçu, Ponta Grossa, São Paulo), an agency channel (e.g., Agência Escala, Agência Fullgaz), direct gross-billed client relationships, and a self-serve quote funnel. Customers span 24 industry verticals and include named brands such as Ligga, Sicredi, Lojas Colombo, Nissei, Havan, Grupo Servopa and Natuclin.

Beyond core media, Grupo Massa has extended into adjacent consumer verticals — Agro Massa (agribusiness), Puro do Campo (agribusiness products), Massa Incorporadora (real estate development), Massa Marcas (brand management), and personality properties such as Xaropinho, Café no Bule and Fast Sleep — monetizing the founder's brand halo. The social-impact institute Instituto Solange Massa (CNPJ 18.236.120/0001-58) operates programs in health, education and income generation, reaching 20,000+ people across 270+ communities and supporting advertiser ESG/brand-association objectives. The company remains privately held with no disclosed external investors, funding rounds or public listing.

Name

Grupo Massa

Legal name

Grupo Massa

Website

https://grupomassa.com.br

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Grupo Massa is a privately held Brazilian multi-platform communication group operating Rede Massa | SBT (TV, all 399 municipalities of Paraná), Massa FM (75–90+ national radio affiliates), Massa.com.br (digital), Ponto OH (OOH) and Soluções Massa (crossmedia advertising portal), serving enterprise advertisers, agencies and SMBs across 24 industry verticals in Brazil.

Ownership category

akta.pro rank

Product category

Broadcast Media and Advertising

NAICS

Advertising Agencies (54181), Television Broadcasting Stations (516120)

SIC

Television Broadcasting Stations (4833), Services-Advertising (7310)

akta.pro primary industry

Ad Insertion & Monetization (SCTE-35, DAI/SSAI) (MPAHAKAH)

akta.pro secondary industries

Social Media & Community Management (BPAFAAAE), Feed Management & Shopping Ads (PLA/Product Ads) (MPAAACAL)

Keywords

• Broadcast media advertising
• Television network operations
• Radio network broadcasting
• Integrated media solutions
• Digital media publishing

Headquarters

HQ city

Curitiba

HQ country

Brazil

HQ region

Latin America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. TV Advertising (Rede Massa | SBT): Airtime and branded-content advertising across 5 SBT-affiliated TV stations covering all 399 municipalities in Paraná. Formats include 30-second commercials (10"–60" cuts), vinheta caracterizada, vinheta de passagem, chamada caracterizada and mídia avulsa, sold for local and national grid slots.
2. Radio Advertising (Massa FM): Airtime advertising across 75+ Massa FM stations nationwide. Formats include determined and indeterminate commercials, commercial múltiplo (30% surcharge per additional product/brand) across defined time bands (06h–21h and 07h–19h).
3. Digital Advertising (Massa Digital): Display, publieditorial and Stories advertising on the Massa.com.br portal and Massa FM, plus Facebook/Instagram; priced via diárias or CPM.
4. Integrated 360 / Branded Experience Projects: Custom multi-platform branded projects (merchandising, experience/activation campaigns, special projects such as Outubro Rosa, Mais Verão, Transmita Calor) co-created with clients and agencies, billed as tailored crossmedia campaigns.
5. Social Impact / Brand Association (Instituto Solange Massa): Corporate social-responsibility arm (Instituto Solange Massa) that delivers brand-association value to sponsors/partners via social projects in health, education and income generation; partner contributions are solicited but not commercial revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Grupo Massa is a Brazilian multi-platform communication group that sells advertising airtime and integrated 360° media solutions across Rede Massa | SBT (five TV stations covering 100% of Paraná's 399 municipalities), Massa FM (75+ radio stations nationwide), Massa.com.br/Massa Digital (digital portal and social presence), Ponto OH (out-of-home) and custom branded-experience projects. It monetizes these audiences primarily through airtime sales, branded content, and crossmedia campaigns delivered to brand advertisers and agencies via the Soluções Massa portal and direct sales desks.

Product overview

Grupo Massa is a Brazilian multi-platform communication group operating a portfolio of media brands rather than a single unified SaaS product. The core platform is a multi-channel media network anchored by three primary products: Rede Massa | SBT (a TV affiliate network covering 100% of Paraná via five regional stations), Massa FM (a national radio network with 70+ affiliates), and Massa.com.br / Massa Digital (the digital/portal presence with millions of social followers). Soluções Massa is the commercial advertising portal that packages these audiences into integrated 360° media solutions (rentabilidade de mídia, inteligência de dados, performance, experiência e ativação). Complementary sub-products include Ponto OH (out-of-home advertising), Instituto Solange Massa (social-impact institute), diversified business units (Agro Massa, Massa Incorporadora, Massa Marcas, Puro do Campo), branded character properties (Xaropinho, Café no Bule, Fast Sleep), and the flagship TV program Programa do Ratinho. The architecture is therefore a media portfolio of interconnected brands rather than a platform with modules.

Differentiator

Problem solved

Functional benefit

Brands

• Rede Massa | SBT: SBT television affiliate in Paraná; covers all 399 municipalities of the state through five regional stations (TV Iguaçu, TV Tibagi, TV Cidade, TV Naipi, TV Guará).
• Massa FM
• Massa.com.br
• Ponto OH
• Instituto Solange Massa
• Soluções Massa
• Programa do Ratinho
• Agro Massa
• Massa Incorporadora
• Massa Marcas
• Xaropinho
• Café no Bule
• Fast Sleep
• Puro do Campo

Products and services

• Rede Massa | SBT TV Advertising

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered major.

• LiggamajorGTM or Marketing PartnerTelecommunications brand featured in the Soluções Massa advertiser-logo carousel; relationship is a paid advertising/marketing partnership across Grupo Massa TV, radio and digital inventory.
• SicredimajorGTM or Marketing PartnerFinancial-services cooperative featured in the Soluções Massa advertiser-logo carousel; runs advertising campaigns on Grupo Massa media properties.
• Lojas ColombomajorGTM or Marketing PartnerRetail brand featured in the Soluções Massa advertiser-logo carousel; multi-channel advertising partner.
• NisseimajorGTM or Marketing PartnerPharmacy retail brand featured in the Soluções Massa advertiser-logo carousel; multi-channel advertising partner.
• Havan

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• RPC TV (Grupo Paranaense de Comunicação): RPC is the other major TV affiliate network operating across Paraná (affiliated with Globo). It competes head-to-head with Rede Massa for Paraná audiences and advertising budgets, has its own regional content production, and represents the most direct comparable in the same geography and product category.
• Grupo RBS: Grupo RBS is a southern-Brazil multi-platform media group combining TV affiliates (RBS TV, affiliated with Globo), radio, digital portals (GZH) and other media assets. It is structurally the closest analog to Grupo Massa's portfolio model (TV + radio + digital + state coverage) and was acquired by Grupo Folha in 2021 as a transaction reference point.
• Jovem Pan: Jovem Pan is one of Brazil's leading national radio networks with news, talk and music formats distributed across dozens of affiliates and strong digital streaming. It competes directly with Massa FM for national radio ad budgets and listener share.
• CBN (Central Brasileira de Notícias): CBN is a major Brazilian all-news radio network operated by Grupo Globo, distributed across many Brazilian affiliates. It is comparable to Massa FM in the radio advertising and news distribution category.

Broad incumbents

• Grupo Bandeirantes (Band): Band is one of Brazil's traditional broadcast networks, operating national TV, radio (Bandeirantes) and digital. It competes with Grupo Massa's integrated 360° offering at a national level and is a broader incumbent peer despite a different geographic footprint.
• Rede Record: Record is one of Brazil's largest open-TV broadcast networks, with national affiliates, content production and a digital portal (R7). It competes with Rede Massa SBT for both audiences and advertisers across multiple states.
• Grupo Globo: Globo is Brazil's dominant media conglomerate spanning open-TV (TV Globo), pay TV, radio, digital news (G1, Globoplay) and publishing. It competes broadly for ad budgets and audience attention and sets the competitive context for any national Brazilian media company including Grupo Massa.
• SBT (Sistema Brasileiro de Televisão): SBT is the national broadcast network to which Rede Massa is affiliated, and also operates its own directly-owned stations and digital properties. It is both partner and indirect competitor for ad revenue and audience share in the markets Rede Massa serves.
• Grupo Folha: Grupo Folha is a major Brazilian media group spanning print (Folha de S.Paulo), digital (UOL), pay TV (Folhapress) and now TV (post-RBS acquisition). It is comparable as a multi-platform Brazilian media company selling integrated advertising to enterprise clients.

Emerging players

• UOL: UOL is one of Brazil's largest digital news and content portals, monetized via display advertising, branded content and subscription. It is comparable to Massa.com.br as a Brazilian digital news/portal advertising business competing for digital ad budgets in the same market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/grupomassa
• LinkedInlinkedin.com/company/grupo-massa
• Instagraminstagram.com/grupomassa_

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grupo Massa