Media campaign for impeachment coincides with advertising cuts.

In 2015, President Dilma's government cut R$ 206 million in advertising from Rede Globo, representing 34,9% of all advertising budgets reduced by the Planalto Palace last year, according to data released by journalist Fernando Rodrigues of UOL; Veja magazine, one of the media outlets that most strongly defended the impeachment campaign, lost 78% of its advertising resources from the federal government, while print newspapers – O Globo, Folha de S. Paulo, O Estado de S. Paulo, and Valor Econômico – received R$ 55,8 million less last year than in 2014.

July 06, 2016, 13:26 pmUpdated June 30, 2018, 01:32 pm

In 2015, President Dilma's government cut R$ 206 million in advertising from Rede Globo, representing 34,9% of all advertising funds reduced by the Planalto Palace last year, according to data released by journalist Fernando Rodrigues of UOL; Veja magazine, one of the media outlets that most strongly defended the impeachment campaign, lost 78% of its federal government advertising resources, while print newspapers – O Globo, Folha de S. Paulo, O Estado de S. Paulo and Valor Econômico – received R$ 55,8 million less last year than in 2014 (Photo: Aquiles Lins).

247 Data on advertising by the federal government in major media outlets in 2014 and 2015 indicate that the mainstream media campaign for the impeachment of President Dilma Rousseff coincided with a significant cut in funding allocated to these companies last year.

In 2015, the Dilma government cut no less than R$ 206 million in advertising from Rede Globo and its five open-air TV stations (São Paulo, Rio de Janeiro, Minas Gerais, Brasília and Recife), according to data released by journalist Fernando Rodrigues, from Uol.

The amount cut from Globo represents 34,9% of all advertising revenue reduced by the Planalto Palace last year – a total of R$ 591,5 million. The Marinho family's company receives the most advertising from the federal government in television, but has been losing this share annually since Lula's administration.

Veja magazine, one of the media outlets that most strongly supported the impeachment campaign, lost 78% of its advertising revenue from the federal government – from R$ 21,2 million in 2014 to R$ 4,6 million last year. Total spending on the magazine sector fell from R$ 116 million in 2014 to R$ 66 million (43%).

Meanwhile, print newspapers – O Globo, Folha de S. Paulo, O Estado de S. Paulo, and Valor Econômico – received R$ 55,8 million less in 2015. Government spending on the digital versions of these newspapers, however, increased last year. The internet was the only medium whose advertising allocation grew last year.

Check out the numbers here.