Brazil Prepares for 2026 Elections Amid Shifting Candidacies and Media Planning

Brazil is moving toward its 2026 elections with significant shifts in candidate registration and strategic media planning. Data from the Superior Electoral Court (TSE) shows a 28 percent decrease in candidacies for federal deputy, dropping from 10,600 in 2022 to 7,600 in 2026. This decline is attributed to electoral reforms and barrier clauses that favor incumbents and larger parties. While overall numbers fell, the Novo party more than doubled its candidates, and the proportion of female candidates rose slightly to 36.6 percent. In Mato Grosso, six candidates are registered for the governorship, including current governor Otaviano Pivetta, who reported the highest assets of any gubernatorial candidate in Brazil at 575.6 million reais. In Acre, Rede Amazônica has established a coverage calendar for governor and Senate candidates, utilizing Quaest poll results to determine interview slots and airtime. Regarding the presidential race, reports indicate a volatile environment involving legal disputes and the influence of digital politics. Pablo Marçal has launched a presidential bid despite being ineligible, while Flávio Bolsonaro and Renan Santos are also noted as key figures. Some analysis suggests the 2026 cycle is serving as a testing ground for the 2030 elections, with a focus on digital mobilization over detailed macroeconomic platforms.