Brazil’s TV And Radio Campaign Blitz Begins, Lula And Flávio Bolsonaro Set For Nasty Fight

Brazil’s presidential campaign has entered a crucial phase as President Luiz Inácio Lula da Silva and Senator Flávio Bolsonaro begin seeking votes through free television and radio advertisements ahead of the October 4 first round.

The contest is shaping up as a tight battle between Lula, who is seeking a fourth nonconsecutive term, and Flávio Bolsonaro, the eldest son of former President Jair Bolsonaro. Recent polls have shown the two candidates running close, raising the prospect of a fiercely contested election.

Political consultant and former minister Thomas Traumann expects the campaign to be particularly aggressive, describing it as potentially dirtier than the 2022 election, when Lula narrowly defeated Jair Bolsonaro.

Traditional television and radio remain powerful campaign tools in Brazil despite the rapid growth of social media. Their broad reach allows candidates to connect with voters across the country, including older audiences and people in remote areas who may pay less attention to online political content.

Brazilian parties do not have to pay for the political advertising airtime. Instead, broadcast time is allocated according to parties’ representation and coalition strength, a system intended to limit the influence of financial resources on elections.

Ahead of the first round, broadcasters must reserve airtime for presidential candidates. Lula and allied parties will receive 5 minutes and 31 seconds, while Flávio Bolsonaro’s Liberal Party will receive 4 minutes and 20 seconds. The remaining time will be divided among other eligible candidates.

Analysts say Flávio’s smaller share reflects his difficulty in building a broad coalition, unlike his father, who successfully united several parties behind his 2018 presidential campaign.

The advertisements are also expected to reflect the influence of social media, with experts predicting more informal and conversational messaging rather than traditional, highly polished political spots. Campaign resources are increasingly being directed toward digital platforms as candidates attempt to reach younger voters.

The election is taking place amid deep political polarisation. Jair Bolsonaro is serving a 27 year prison sentence after being convicted over an attempt to overturn his 2022 election defeat. Flávio has emerged as the leading conservative challenger to Lula.

If no candidate secures a majority on October 4, the election will proceed to a October 25 runoff, with the two finalists receiving equal broadcast time.