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, are set to launch a campaign blitz featuring free advertisements on television and radio stations, according to experts. Despite the prevalence of social media in the country, these traditional media channels remain influential, particularly in reaching remote areas of Brazil.

Lula, who is seeking his fourth nonconsecutive term, is currently in a tight race with Bolsonaro, the eldest son of ex-President Jair Bolsonaro, who is currently serving a 27-year sentence for attempting a coup. According to political consultant Thomas Traumann, the upcoming campaign may be even more contentious than the previous one, which Lula won by a narrow margin.

Unlike the World Cup or major events in Brazil, which are often signaled by flags and street art, the campaign ads on television and radio serve as a constant reminder of the election and the political players involved. For many voters, such as an 84-year-old retired history teacher from Rio de Janeiro, these ads are a source of excitement, frustration, and insight into Brazil's political landscape, as they have been since the 1950s.