MANILA, Philippines – A vital part of any campaign is an effective political advertisement.
In fact, at the height of the 2013 elections, a Pulse Asia survey found that 85% of voters regarded television advertisements as the “biggest source” of information about senatorial candidates then.
It used to be that voters only got a glimpse of 30-second or 15-second videos during commercial breaks in various television channels in the country. When missed, they had to wait for the next commercial gap.
But with the advent of technology, people can now just go online and look for the political ads to bring themselves up to speed about the candidates. (READ: How Philippine presidential candidates turn up on Google)
Sometimes, thanks to social media, the videos could just pop on your Facebook newsfeed.
With a few days before elections, let's look back at the political ads that presidential and vice presidential candidates put out there in hopes of getting the most number of votes come May 9.
JEJOMAR BINAY – GREGORIO HONASAN
Vice President Jejomar Binay, according to a report by the Philippine Center for Investigative Journalism (PCIJ) and based on data from Nielsen Media, was the biggest spender on political advertisements. From February 9 until end of March, it was found that he already shelled out nearly P345 million ($7.3 million)* on media ads alone.
His spending is directly proportional to the number of advertisements he released. As of the first week of May, the standard-bearer of the United Nationalist Alliance (UNA) already has at least 6 commercials which center on his poor upbringing, achievements, and his physical traits as strength.
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His runningmate, Senator Gregorio Honasan, on the other hand, released a few videos all centered on his ability to protect the country.
However, there is only one video that featured the two significantly.
RODRIGO DUTERTE – ALAN PETER CAYETANO
Davao City Mayor Rodrigo Duterte spent around P110.4 million ($2.3 million) on television advertisements from February to March 2016. He has more than 5 commercials under his belt with most highlighting his stance against crime and drugs.
Duterte’s runningmate, Senator Alan Peter Cayetano, spent P172.4 million ($3.6 million) in the same period – although he seems to have fewer political ads than the Davao City mayor.
Some of Cayetano’s videos also feature Duterte and the same aggressive campaign against crime.
GRACE POE – FRANCIS “CHIZ” ESCUDERO
Senator Grace Poe comes second in the list of presidential bets’ advertisement spending from February to March. PCIJ reported that she spent around P331.4 million ($7.03 million) on political ads – which number at least 5.
Most of Poe’s political ads center on her platform against poverty and inequality. She also released videos in relation with the disqualification case filed against her at the Supreme Court.
Senator Francis Escudero, on the other hand, spent P236.2 million ($5.01 million)* in the same period. His political advertisements echo Poe’s promise of leaving no one behind.
MAR ROXAS – LENI ROBREDO
Liberal Party standard-bearer Mar Roxas, the biggest ad spender during the 2010 elections, spent less during the crucial first half of the official campaign period. Nielsen Media pegged his spending at P157.8 million ($3.4 million).
His videos, aside from highlighting his bid for continuity of Daang Matuwid, also tried to emphasize that he is, and will never be, corrupt. Meanwhile, a private company which is alleged to be a Roxas supporter funded and released a commercial which targeted his rivals.
His runningmate, Camarines Sur Representative Leni Robredo, was tagged as the biggest ad spender among VP bets in the same period. It is estimated that P237.2 million ($5.04 million) was spent on political ads during the first 50 days of her campaign – including the videos which featured both her and Roxas.
Robredo’s ads revolved around her vision of inclusive growth for the Philippines.
Aside from their individual videos, the LP tandem was also in two other videos: one with President Benigno Aquino III and one music video featuring celebrity supporters.
MIRIAM DEFENSOR-SANTIAGO – FERDINAND “BONGBONG” MARCOS JR
Senator Miriam Defensor-Santiago, who was reported to have spent the least on “pre-campaign commercials,” was also the lowest spender on political advertisements during the first 50 days of the campaign period.
PCIJ, based on data from Nielsen Media, reported that the People's Reform Party paid P59.14 million for the presidential bet’s advertisements from Febuary 9 to the end of March.
Her runningmate Senator Ferdinand “Bongbong” Marcos Jr, meanwhile, spent P42.8 million ($909,000) in the same period. Aside from videos about his platforms, Marcos also released a 30-second video for voters’ education.
ANTONIO TRILLANES IV
Senator Antonio Trillanes IV, according to the PCIJ report, spent only P400,000 ($8,500) on television advertisements for his campaign between February 9 to March 31.
The vice presidential bet’s video highlighted his stint and achievements in the military and in the Senate.
From video to action
It is remarkable how a candidate can sell himself or herself to an average voter within a very limited period of time. Some used anecdotes from constituents they had helped in the past, while others relied on the charm of celebrity endorsers.
Most presidential and vice presidential bets used political advertisements to explain their platforms. After all, it's impossible to physically reach each and every voter in the Philippines.
But beyond the 30-second clips that went viral on social media, these political ads can also serve as a reminder to both winners and voters of all promises made before elections. – Rappler.com
$1 = P46
TV photo from Shutterstock.