Candidate campaigns prepare TV inserts deemed crucial in defining who will win the election
Television will elect the next president, marketers and politicians say. There is consensus that, this time around, the vehicle will be more important than social networks.
The audiovisual teams of the two best positioned candidates in the voting intentions polls, Jair Bolsonaro and Lula, work on the script of the material to be broadcast on TV.
The free elections will begin on August 26, a Friday, 37 days before the 1st round. Candidates will have inserts of 30 and 60 seconds at their disposal, distributed in the programming of the broadcasters.
There will be a first draw that will define the rotation in the daily airing order of the programs, so that no candidate or party is privileged or feels disadvantaged.
The greatest expectation is the prime time visibility of Globo, especially in the band from 9:30 pm to 10:30 pm, the largest audience in the country, currently occupied by the telenovela ‘Pantanal’, on air until October.
The remake scored averages in excess of 30 points in Kantar Ibope’s measurement in Greater Sao Paulo. This index represents approximately 6 million viewers in the largest metropolitan region of Brazil.
Projecting national reach, rural feuilleton can reach more than 40 million Brazilians every night. There is no more effective channel to talk to so many people at once.
Right now, Record TV attracts around four times fewer audiences. SBT goes even further, even five times ago. Hardly attacked and threatened by both Bolsonaro (with alleged suspension of concessions) and Lula (via a media regulation project), Globo has colossal power to influence elections.
The leaders of the presidential nominations believe that the insertions in the intervals of the ‘Pantanal’ will have the potential to attract the attention of two groups essential to determining the outcome of the polls: women and the undecided.
The telenovela das onças, sucuris e dos marruás also offers privileged access to the male audience: it is the most followed storyline by men since ‘Avenida Brasil’, in 2012.
In the past, with the night electoral round concentrated in blocks (in the case of the Globe, between the ‘Jornal Nacional’ and the 9pm soap opera), many people turned off the TV so as not to watch the bla-bla of the politicians bla. With inserts scattered throughout the schedule, this rejection does not happen.
In short, a 1-minute ‘Pantanal’ time program can generate more votes than hundreds of posts on a social network would get. Television is still the most efficient electoral cable.
Free political advertising will continue until 29 September. In case of 2nd round, the broadcast will take place from 7 to 28 October. The program of the exhibition changes: the presidential candidates will appear on TV in two daily blocks of 10 minutes each.
Source: Terra
Camila Luna is a writer at Gossipify, where she covers the latest movies and television series. With a passion for all things entertainment, Camila brings her unique perspective to her writing and offers readers an inside look at the industry. Camila is a graduate from the University of California, Los Angeles (UCLA) with a degree in English and is also a avid movie watcher.
