Bom Dia & Cia stopped being a daily show on April 1, 2022 because SBT decided to redesign its morning schedule and give more of the slot to news, expanding Primeiro Impacto. What does not exist is an official SBT statement saying there was one single cause. Reports at the time pointed to weak ratings and low revenue as part of the context; child-directed advertising already faced significant restrictions in Brazil, and children's viewing was also shifting toward on-demand platforms. The most accurate explanation, therefore, is a scheduling decision made in an economic and consumption environment that had become unfavorable to the classic model — not one isolated reason.
What exactly happened in 2022
The final stretch moved quickly. On March 15, 2022, SBT had already shortened Bom Dia & Cia to make room for Notícias Impressionantes. On March 31, specialized media reported that Silvio Santos had decided to remove the children's show from the schedule; the network confirmed the change. The last edition aired on April 1, 2022. Starting the following Monday, April 4, Primeiro Impacto occupied the morning until noon.
This sequence helps separate fact from interpretation. The verifiable fact is the programming strategy change: the daily children's block left and a longer news block took its place. At the time, SBT did not present the public with a document assigning the cancellation to a single cause. Coverage did report, however, that the show was carrying fewer cartoons and posting modest ratings, while industry analysis highlighted the difficulty of monetizing children's content on free-to-air television.
Why ratings and revenue appear so often in the explanations
Children's shows on Brazilian free-to-air TV have an important commercial constraint: Brazil has child-protection rules that limit advertising directed at children. Conanda Resolution 163, published in 2014, classifies child-directed advertising and marketing communication intended to persuade children to consume as abusive, and it cites devices such as childlike language, characters, cartoons, gifts and games.
That does not mean the resolution, by itself, “ended” Bom Dia & Cia. The show stayed on the air for years after 2014. The point is different: advertising restrictions help explain why a long children's block can be commercially harder to sustain than formats aimed at a general audience. In a column published after the 2022 cancellation, UOL's Mauricio Stycer highlighted restrictions on children's advertising as one structural reason for the decline of this type of programming. That is a market analysis, not an official statement by SBT identifying an exclusive cause.
Did streaming “kill” Bom Dia & Cia?
Stating that categorically oversimplifies the story. The growth of YouTube, streaming and on-demand video changed children's routines: cartoons and series no longer depended on a fixed morning slot, and families could choose content at any time. But there is not enough public evidence to identify a platform or technological shift as the direct cause of the 2022 cancellation.
The best indication that the story is more complex is SBT's own later behavior. The network tested the Bom Dia & Cia name again in 2023 and then relaunched a daily version in 2025. If the brand had simply been “killed by streaming,” those attempts would be hard to explain. What changed was how children's programming fit into the network's broader strategy.
Timeline: from 1993 to the returns
| Period | What changed |
|---|---|
| August 2, 1993 | Bom Dia & Cia premieres on SBT with Eliana, combining hosting segments, features and cartoons. |
| 1998–2014 | The show passes through several generations of hosts, including Jackeline Petkovic, Jéssica and Kauê, Yudi Tamashiro, Priscilla, Maisa, Matheus Ueta and Ana Júlia. Phone-in games, prizes and cartoons become strong trademarks of the format. |
| 2015–April 1, 2022 | Silvia Abravanel leads the longest final phase before the first cancellation. In its closing stage, the show loses space in the schedule and ends as SBT moves its mornings toward more news programming. |
| July 3–28, 2023 | It returns as Bom Dia & Cia – Holiday Special in a temporary slot. The project is seasonal from the start and is not equivalent to permanently restoring the classic version. |
| May 26–December 12, 2025 | SBT relaunches the show on weekdays as Bom Dia & Cia com Patati Patatá, within a new schedule designed to revive historic brands and update the network's “SBT raiz” identity. Months later, it leaves the daily schedule again. |
| 2026 | Bom Dia & Cia does not remain a daily free-to-air block. SBT keeps children's programming in other formats, such as Sábado Animado, while using the SBT Kids brand in digital and multiplatform environments. |
The 2023 return was not the return of the classic show
In June 2023, SBT confirmed that Bom Dia & Cia would return during the school holidays. The run began on July 3 at 9:30 a.m., with roughly three and a half hours of cartoons. The original plan covered July, and the special ended on July 28. Trade coverage reported that Primeiro Impacto would recover more space after the holidays.
Calling 2023 a “permanent comeback” therefore misrepresents the project. It was a holiday programming window and also served as a useful schedule test. The name and cartoon block were revived, but the stable daily cycle that had existed until 2022 was not rebuilt.
In 2025 there was a real weekday comeback — but in a different context
The 2025 return was more ambitious. On May 15, SBT itself announced a new schedule and introduced Bom Dia & Cia com Patati Patatá as a live weekday show. It premiered on May 26. The format combined cartoons, games, circus acts, guests, music and educational segments.
The network framed the project as part of a repositioning designed to recover its historic identity and reconnect with families. The announcement also revealed an important commercial difference from the past: executives spoke about listening to the market and finding ways for brands to participate beyond the traditional commercial break. In other words, the comeback was already trying to adapt a children's product to a television market unlike that of the 1990s and 2000s.
Even so, the phase ended on December 12, 2025. Reports that month attributed the new cancellation to insufficient ratings and revenue and recorded another expansion of Primeiro Impacto. This episode matters because it reinforces an observable pattern: when daily children's programming does not deliver enough for the linear schedule, SBT tends to prioritize other slots — especially news — without completely abandoning children's audiences.
What changed in SBT's children's television after 2022
The biggest change is that children's programming no longer necessarily means one long daily block on free-to-air television. In 2025, SBT even announced children's programming seven days a week, with Bom Dia & Cia on weekdays, Sábado Animado and Domingo Animado. After the daily show ended again, children's content continued in other windows.
In 2026, the official Sábado Animado page continues to promote weekly free-to-air editions and also highlights the SBT Kids universe, with children's content distributed through digital channels. This model is very different from the 1990s: instead of depending on one linear morning block, children's brands can move between broadcast television, on-demand video, digital channels, social media and specific projects.
So why did Bom Dia & Cia end?
The most precise answer is: because SBT decided in 2022 to replace the daily children's slot with a morning strategy centered more heavily on news, in a context of limited ratings, difficult monetization of children's content and changing viewing habits. It would be inaccurate to turn any one of these factors into “the official cause.”
The later returns also change the meaning of the question. The brand did not disappear in 2022: it became an asset that SBT reactivated in different forms — a holiday special in 2023, a reformulated weekday show in 2025 and, afterward, children's programming distributed across other shows and platforms. The history of Bom Dia & Cia is therefore less the story of a program that was simply canceled and more the story of a children's-TV model that stopped being permanent and became something the network tested, reformulated and fragmented according to strategy.
Sources consulted
- NaTelinha: cancellation and April 2022 schedule change
- UOL Splash: confirmation of the removal and morning replacement
- UOL: analysis of children's programming and advertising conditions
- Brazilian federal government/Conanda: Resolution 163 and child-directed advertising
- NaTelinha: 2023 holiday special and its ending
- SBT News: official announcement of the 2025 weekday comeback
- Folha de S.Paulo: the 2025 cancellation, ratings and revenue
