In just eight days of Brazil's runoff election, Flávio Bolsonaro spent roughly €1.86 million promoting content on Instagram and Facebook. The payments, made between 14 and 22 October, account for about 60% of everything the PL candidate spent on Meta platforms during the campaign.
Over the whole race, Flávio Bolsonaro declared around €3.11 million in spending, equal to R$18.45 million at the European Central Bank reference rate of 28 October. Lula, who was re-elected president, spent about €590,000 on paid ads on the same channels, more than five times less.
With Google having banned political advertising, Meta absorbed much of the demand. According to Brazil's Superior Electoral Court, the company is set to have earned about €55.4 million from this campaign.