Brazil’s presidential campaign is entering a new phase as leading candidates Luiz Inácio Lula da Silva and Flávio Bolsonaro take their fight to television and radio.
From Friday, the two candidates will use free campaign advertising to reach voters across the country.
Despite the growing influence of social media, television and radio remain powerful political tools in Brazil. Their reach extends well beyond major cities and into remote parts of the country.
With Lula and Flávio Bolsonaro running close in the polls, analysts expect an aggressive campaign.
Lula and Flávio face a tough contest
Lula is seeking a fourth, nonconsecutive term as Brazil’s president. Flávio Bolsonaro is his main opposition challenger and the eldest son of former President Jair Bolsonaro.
Political consultant and former government minister Thomas Traumann expects the campaign to become highly confrontational.
He believes the contest could be even more aggressive than the 2022 election.
Lula defeated Jair Bolsonaro in that election by the narrowest margin since Brazil returned to democracy in 1985.
Jair Bolsonaro is now serving a 27-year prison sentence after his conviction for attempting to overturn the 2022 election result.
TV and radio still influence voters
Brazil has become one of the world’s most active online societies. However, traditional media still plays a major role in elections.
Campaign advertisements can quickly become part of everyday political discussions. They also reach voters who may not follow political content on social media.
Maria Izabel Pecanha, an 84-year-old retired history teacher from Rio de Janeiro, is among those voters.
She has followed election advertisements on television and radio for decades.
Pecanha said the ads allow her to watch how politicians present themselves. She also finds them useful for understanding the political mood of the country.
Why Brazilian campaign ads are free
Brazil’s system differs from the United States.
Political parties do not pay broadcasters directly for their allocated campaign airtime. Instead, the state provides free advertising space.
The available time depends on factors such as the size of a party’s coalition and its representation in Brazil’s lower house.
Bruno Pompeu, a communications and advertising professor at the University of São Paulo, said the system helps reduce the influence of money in elections.
The arrangement gives parties access to voters without making airtime dependent on their financial resources.
Social media changes campaign style
Political advertising has changed as social media has grown.
João Ricardo Matta, a business professor at the Getulio Vargas Foundation, expects traditional campaign advertisements to adopt a more informal style.
Political videos could look less polished and more like content created for social platforms.
Campaign teams may also shift some resources toward online material as social media becomes increasingly important to younger voters.
Lula gets more airtime
The distribution of advertising time gives Lula an advantage.
Before the first round of voting on October 4, broadcasters must reserve 14 minutes each day for almost 1,000 short advertisements.
Presidential candidates will also receive dedicated blocks lasting 12 minutes and 30 seconds.
Lula and his allied parties will receive about 5 minutes and 31 seconds of that time.
Flávio Bolsonaro’s party will receive about 4 minutes and 20 seconds.
The remaining airtime will go to two other parties.
Traumann said Flávio’s smaller share reflects his difficulty in building a broad political coalition.
His father managed to bring more major parties behind his campaign when he won the presidency in 2018.
Runoff could change the balance
If no candidate wins the required majority in the first round, Brazil will hold a runoff on October 25.
A second-round contest between Lula and Flávio Bolsonaro would create a different advertising landscape.
The two finalists would receive equal campaign airtime.
For now, both campaigns are preparing for an intense battle for voters.
With television, radio and social media all playing important roles, Brazil’s presidential race is set to become increasingly heated as election day approaches.
