If one day President Jair Bolsonaro (PL) declared Rede Globo one of the country’s enemies, today he doesn’t even remember anymore. Between January and June of this year, the government doubled spending on advertising at the station, compared to the same period last year.
A pre-candidate for reelection, Bolsonaro today uses the space of the largest TV network in the country to campaign and publicize what he has done in three and a half years of government. About a year ago, in February 2021, Bolsonaro even raised a sign with the phrase “Globe Garbage”, during a trip to deliver the National Athletics Training Center in the municipality of Cascavel, Paraná.
Between January 1st and June 21st of last year, R$ 6.5 million was paid to TV Globo for the placement of advertising materials. In 2022, there was a 43% increase in this value, reaching R$ 11.4 million, according to data from the Special Secretariat for Social Communication of the Presidency (Secom), gathered by the UOL
The amount invested in this period alone is equivalent to 42% of all resources destined for the purchase of advertising space on Globo during the four-year term, considering the first six months of each year.
Together, Globo, SBT, Rede TV, Record and Band received R$ 33 million in the first half. It is the highest amount since 2009, when R$ 30.4 million was paid in net amounts. The amount allocated to TV Globo in the first six months of the year exceeded the amount paid to Record and SBT, broadcasters close to President Jair Bolsonaro.
But it was not just the amounts paid to TV Globo that changed. The advertising model that received the most investment also underwent changes. If in 2021, Secom bought more advertising inserts to convey “public utility” information, this year it prioritized institutional materials.
In 2021, there were 46 public utility advertisements and 10 for institutional materials on TV Globo. This year, between January and June, there were 72 institutional campaigns and only two of public utility. Institutional campaigns are those that contain information about the achievements of the administration and help to raise the president’s popularity.
At Record, the volume of institutional material went from six to 53. In total, the five largest broadcasters in the country received a 69% increase in the amount of this type of material aired, compared to the first half of last year.
The resources allocated to TV Globo began to increase after the Federal Audit Court (TCU) forced Secom to direct investments in advertising according to technical criteria, such as the audience numbers of the communication vehicles.
Editing: Vivian Virissimo