Brazil’s Electoral Court releases schedule for political ads on TV and radio

. Aug 24, 2018
haddad free airtime political ads tv and radio brazil election 2018 election Mr. Haddad will have 2m23s for his political ads

In one week, candidates will start broadcasting their ads on TV and radio. Free airtime is divided among candidates based on how many lower house seats their coalition has (chart below). Free, of course, is a figure of speech. Parties don’t pay for the airtime – taxpayers do. In exchange for the time slots, TV and radio broadcasters get hefty tax cuts. In 2018 alone, this airtime should cost taxpayers over BRL 1 billion.

</p> <p>Ads for the presidential candidates will run on two 12m30s slots (afternoon and evening) on Tuesdays, Thursdays, and Saturdays. Plus, each candidate will have several 30-second spots during the day.</p> <p>These &#8220;mini ads&#8221; are the real asset. Brazilians have grown weary of the long ads for politicians and viewership drops once they start &#8211; migrating to cable (which is not legally required to run those ads) or simply turning the TV off. But viewers can&#8217;t &#8220;escape&#8221; the 30-second ads, as they are <a href="">included</a> in the schedule as regular pieces of advertisement.</p> <hr /> <p><img class="alignnone size-large wp-image-7926" src="" alt="free airtime political ads tv and radio brazil election 2018 election" width="1024" height="695" srcset=" 1024w, 300w, 768w, 610w, 1200w" sizes="(max-width: 1024px) 100vw, 1024px" /></p> <hr /> <h2>Geraldo Alckmin wants to go viral</h2> <p>Center-right candidate Geraldo Alckmin has bet on a <a href="">more traditional campaign</a>, relying on TV and radio (thus forming a coalition with unpopular parties that boosted his airtime). But his paltry polling numbers have led to a change of course, and he has just fired the person responsible for his online strategy. Mr. Alckmin now wants to be more social-media friendly.</p> <p>Mr. Alckmin&#8217;s low <a href="">polling numbers</a> have set off an alarm in his campaign headquarters. The candidate has reportedly decided to be more aggressive in debates, going after Jair Bolsonaro, the far-right candidate leading the race in scenarios without Lula. A member of his team also reportedly declared &#8220;war&#8221; on <span class="il">social</span> <span class="il">media</span> against supporters of the former Army captain.</p> <p>It will be anything but an easy task, as Mr. Bolsonaro is one of the candidates with more engagement on social media.

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