Brazil’s TV and radio campaign blitz begins, with Lula and Flávio Bolsonaro set for a nasty fight

Brazil's presidential candidates, Luiz Inácio Lula da Silva and Flávio Bolsonaro, kick off their election campaign on Friday by utilizing free advertisements on television and radio. Despite the growing influence of social media, these traditional platforms continue to hold significant sway over voters, reaching even remote areas of the vast country.

With Lula, the incumbent seeking a fourth term, and Flávio, the son of former President Jair Bolsonaro, currently tied in the polls, experts predict the campaign will be highly contentious. Former Brazilian minister Thomas Traumann anticipates the ads will be particularly aggressive, labeling the upcoming election as one of the dirtiest in Brazil's democratic history.

Much like iconic symbols of the World Cup, these campaign ads signal the start of the election and dominate the conversation among Brazilians. For Maria Izabel Pecanha, an 84-year-old retired history teacher, the radio and TV ads are a vital source of political information, as she has relied on them since the 1950s. For her, the ads are a living history lesson.

Unlike in the United States, Brazilian campaign ads are free to air and their distribution is based on the party's representation in the lower house. This system ensures equal treatment among candidates. The tone, style, and nature of these ads have evolved over time, with the influence of social media likely to further shape the content of more traditional platforms.

Ahead of the Oct. 4 first round of voting, broadcasters must allocate 14 minutes daily for approximately 1,000 30-second ads, with Lula and allied parties receiving more time than Sen. Flávio Bolsonaro's party. This discrepancy highlights the challenge Flávio faces in uniting major parties behind his candidacy. Should a run-off be necessary on Oct. 25, both candidates will receive equal airtime.