Power

How social media reacted to Brazil’s final presidential debate

The final debate before Election Day draws high viewership and engagement – but was most of Brazil just laughing at the spectacle?

social media While watching the final presidential debate, a Jair Bolsonaro supporter makes a '22' sign with his hands, corresponding to the president's numerical code on voting machines. Photo: Joédson Alves/EFE/Folhapress
While watching the final presidential debate, a Jair Bolsonaro supporter makes a ’22’ sign with his hands, corresponding to the president’s numerical code on voting machines. Photo: Joédson Alves/EFE/Folhapress

The final presidential debate before the first round of the 2022 election gave Globo, Brazil’s leading television network, the highest ratings in four electoral cycles – reaching an average of over 17 million simultaneous viewers. It was no small feat, especially considering that the program was broadcast between 10:30 pm and 2 am on a Thursday night. 

And while many viewers didn’t hang around for the entirety of the show, snippets of the debate – carefully edited by campaigns either to boost their candidates or hurt an adversary – flooded social media.

An exclusive survey by the media monitoring company...

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