Overview
- In 2025, the Lula government raised the internet share of federal advertising to about 34.5%, or R$234.8 million out of R$681 million.
- Google received about R$64.6 million and Meta R$56.9 million in 2025, which put both ahead of SBT at R$45.8 million and Band at R$24.4 million.
- Broadcast TV still accounted for roughly 45% of placements in 2025, with Globo near R$150 million and Record near R$80.5 million.
- Secom says the shift follows where Brazilians now get information in a year with more institutional campaigns.
- The figures come from a Secom portal that excludes state banks and some state-owned firms and updates slowly, so public totals understate overall spending.