In addition to the excellent financial result (5.366% as ROI obtained from sales of sponsorship quotas) a number of independent business plans were negotiated and pre-approved for both TV and magazine, which were generated from leads during the campaign. These extra negotiations, not yet included will increase the financial result and will be noticed when the program is aired. The overall efforts have enhanced the value of Abril’s publishing titles and Cultura’s TV programs with the same audience. They have caused a positive impact in the market due to the originality of the jacket received, leading to many comments.