Overview

• In the 30-day window around the vote, federal outlays on Meta ads reached R$8.4 million, averaging R$283,000 per day, compared with R$4.7 million in the prior 60 days.
• More than 90% of active paid posts on the day of the vote pushed content about the proposal to exempt earners up to R$5,000 per month from income tax.
• The Chamber of Deputies approved the exemption bill unanimously and the text now awaits consideration in the Senate.
• Secom reports about 30% of the advertising budget now goes to digital platforms versus 20% a year earlier, with at least 20 influencers contracted since August and Mariah Queiroz appointed to lead strategies and networks.
• The Government Federal account was the top buyer of boosted political content on Meta as its Instagram following reached 2.9 million after a reported gain of 1.2 million, with other promoted topics including PIX, the SUS, leaving the Hunger Map, and Luz do Povo.