In 2025, Secom (Secretariat of Communications) of the Presidency of the Republic recorded the highest volume of advertising spending since the data began to be released: R$ 129.6 million.
The historical series, which considers expenses settled through advertising agencies, has data since 2009, which can be accessed. As of 2017, “digital communication” items began to be discriminated against, but the government was already spending on social networks and other sites before that.
The Center only considers expenses under the item “medium = internet” for the account, that is, it does not consider other means of broadcasting such as radio and TV.
The acceleration in spending takes place under the command of the head of Secom, who took over in January 2025 in place of the former minister. Palmeira entered at a time when the government was trying to take control of narratives on social media about government policies. He stated, in September 2025, that big techs are “very important for communication and for the Brazilian people”.
The main expenses were made with large digital platforms —, (formerly), Kwai (Joyo Tecnologia) and (ByteDance). , and UOL were also in the top 10 sites with advertisements paid for by Secom.
In 2024, still under Pimenta, the government held back on spending, reducing spending on social media by around 20% compared to the previous year.
Report originally produced and published (nucleo.jor.br)
