J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
Political advertising in Brazil - statistics & facts
As of September 2022, investments into political advertising in Brazil surpassed the mark of one billion Brazilian reals - an amount that will go up as the country heads to general elections. On October 2, over 150 million Brazilians will be entitled to elect around 80 representatives, including their president. Tension and polarization mark the poll, with an expected clash of titans between the current right-wing President Jair Bolsonaro and the former left-leaning President Luiz Inácio Lula da Silva. Since the beginning of the official political campaign on August 16, 2022, candidates running for the presidency in Latin America’s largest economy have spent nearly 60 million reals on advertising and marketing.
Until October 1, the day before the Brazilian elections, candidates can promote rallies, distribute leaflets, use sound trucks, and buy ads on paid media and the internet, among other advertising and marketing activities. During this period, candidates and political parties are entitled by law to promote their candidacies on television and radio for free and using public funds – TV and radio stations get compensated by tax relief for giving up time for free advertising. Using candidates’ private resources to buy extra spots on the referred media is, therefore, not allowed.
Until October 1, the day before the Brazilian elections, candidates can promote rallies, distribute leaflets, use sound trucks, and buy ads on paid media and the internet, among other advertising and marketing activities. During this period, candidates and political parties are entitled by law to promote their candidacies on television and radio for free and using public funds – TV and radio stations get compensated by tax relief for giving up time for free advertising. Using candidates’ private resources to buy extra spots on the referred media is, therefore, not allowed.
