A GfK study ranks Rock in Rio as the 2nd most emotionally engaging brand and the 5th most loved in Brazil, as the festival previews 2026 upgrades.
Rock in Rio was ranked as the second brand that most “moves” Brazilians emotionally. The result comes from a study conducted by GfK, a NielsenIQ company. In addition, the same research lists the festival as the fifth most loved brand in Brazil.
After turning 41 on January 11, the event is preparing its 2026 edition. The announced names include Elton John, Stray Kids, Maroon 5, Demi Lovato, Gilberto Gil, Jamiroquai, Mumford & Sons, João Gomes and Orquestra Brasileira. More acts are expected to be announced.
What the research found
The survey interviewed more than 1,300 people aged 15 to 50. Respondents live in Rio de Janeiro and São Paulo. As a result, the study compared Rock in Rio with major Brazilian brands and events.
Among the findings, Rock in Rio was described as the most important event in Brazil in recent years. It ranked ahead of the Olympics, the World Cup, Formula 1 and Carnival. In addition, among festivalgoers, Rock in Rio is the most emotionally engaging brand across all brands tested.
When the ranking looks at Brazil’s biggest brands, Rock in Rio appears as the fifth most loved. Among festivalgoers, it holds second place among all cited brands. The study tested 29 brands for comparison.
The Town also appears in the ranking
The research also highlights The Town, described as Rock in Rio’s “younger sibling.” Even with only two editions, it ranks among the top three festivals in the segment. In addition, it appears among the 20 brands that most move Brazilians and festivalgoers.
2026 upgrades announced for Cidade do Rock
For 2026, the festival says Cidade do Rock will deliver experiences from arrival to the final moments. Palco Mundo will feature a brand-new set design. In addition, its front structure will be covered by 2,400 m² of high-definition LED panels.
Another highlight is the return of the aerial show The Flight. After 2024, the “sky ballet” comes back with synchronized aerobatic maneuvers and a dedicated soundtrack. In this way, the performance includes 756 daytime fireworks shots, according to the organizers.
History and impact
Preparations for Rock in Rio began in 1984, with an event created by Roberto Medina. In a 250,000 m² area in Jacarepaguá, the first edition drew 1.38 million people. The main stage had an 80-meter-wide proscenium, according to the festival.
The festival later expanded internationally, with editions in Lisbon, Madrid and Las Vegas. Since 1985, the brand says it has generated more than 297,600 direct and indirect jobs. In addition, organizers report an economic impact of R$ 2.9 billion in Rio de Janeiro in 2024.
In 2022, Rock in Rio was recognized as intangible cultural heritage of Rio de Janeiro state. Since 1985, organizers say more than 12.3 million visitors have attended Cities of Rock. Over that period, more than 4,667 artists performed across 141 event days.
The festival also cites sustainability and social initiatives. According to the organization, investments with partners exceed R$ 118 million across multiple projects. Finally, the brand says it has been carbon neutral since 2006 and holds ISO 20121 certification.