Brazil’s TV and radio political ads start today. Here’s what you need to know

Unless you have been engaged in political brawls on social media, it would be fair to say that the start of Brazil’s 2018 election campaign has gone fairly unnoticed. Brazilians are uninterested in politics and have lost faith in democratic institutions. Depending on who’s on the presidential ballot, almost 20 percent of voters would be willing to spoil their votes rather than choose a candidate. But now, the campaign is about to step up a gear.

Until October 4 (three days before Election Day), candidates will broadcast their political advertisements on television and radio. From Monday through Saturday, 25 minutes per day will be divided between the parties in order to get their message out there. Plus, for a total of 70 minutes per day, candidates will appear in 30-second commercials airing between 5 am and midnight.

These political ads are under strict regulation by the Superior Electoral Court – and we break down everything you need to know about this crucial campaigning tool:

Airtime

Unlike in the U.S., where campaigns must buy their own ad time on television or radio – or in France,...