Rio de Janeiro – Starting Friday, Brazil’s presidential race will be dominated by a wave of free television and radio advertisements featuring incumbent President Luiz Inácio Lula da Silva and his main challenger, Sen. Flávio Bolsonaro, the eldest son of former President Jair Bolsonaro. Experts say the ads, which are provided at no cost to parties, remain a powerful tool for reaching voters in a country where social media is prevalent but traditional broadcast still sets the public agenda.
Free airtime preserves equal treatment
Unlike the United States, Brazilian campaign spots are distributed free of charge. The amount of airtime each party receives is based on the size of its coalition and its representation in the lower house, a system designed to protect the democratic principle of equal treatment and prevent wealth from buying influence, according to communications professor Bruno Pompeu of the University of São Paulo.
Time allocations favor Lula but give Bolsonaro a platform
For the upcoming first‑round vote on October 4, broadcasters must reserve 14 minutes daily for roughly 1,000 thirty‑second ads. President Lula and his allied parties have been allotted 5 minutes and 31 seconds, while Sen. Flávio Bolsonaro’s party will receive 4 minutes and 20 seconds. The remaining minutes will be divided between two smaller parties. If a runoff occurs on October 25, the two remaining candidates will each receive an equal share of airtime.
Expect a more aggressive tone
Independent political consultant and former minister Thomas Traumann predicts the campaign will be “dirtier than 2022,” referencing the previous election in which President Lula narrowly defeated Jair Bolsonaro, who is currently serving a 27‑year sentence for an attempted coup. Traumann notes that Bolsonaro’s shorter airtime reflects his difficulty in uniting major parties behind his candidacy, unlike his father’s successful 2018 run.
Veteran voters still rely on broadcast
For many older Brazilians, television and radio remain the primary source of campaign information. Maria Izabel Pecanha, an 84‑year‑old retired history teacher from Rio, says she prefers the traditional ads to social‑media content, watching them to stay “excited, angry, and informed” about how political actors present themselves.
Changing style as digital influence grows
Business professor João Ricardo Matta of the Getúlio Vargas Foundation observes that the rise of social media will likely make broadcast ads feel more natural and less polished, with a “homemade” appearance. He expects some funds previously earmarked for TV and radio production to shift toward digital campaign material.
Why broadcast still matters
Even in a heavily online nation, free broadcast ads reach remote corners of Brazil’s vast territory, ensuring that voters in rural and underserved areas receive the same political messaging as those in major cities. The system’s emphasis on equal airtime underscores a commitment to democratic fairness, a principle that resonates with many voters who value a level playing field.
As the campaign season intensifies, both candidates will rely on these traditional platforms to convey their messages, while also adapting to the evolving digital landscape that continues to reshape political communication in Brazil.
Original reporting: Alexandria, VA News – WTOP News — read the source article.
