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head to head comparison SWS vs Pulse Asia February 2013 Senatoriables Polls
the good news is that the country has two polling companies doing a great job of capturing the sentiments of voters – SWS (social weather station) and Pulse Asia. it also adds to it that they tend to conduct the polls at about the same time. with the respondent criteria about the same and survey timing very close to each other, comparing the two results is a very good thing to do.
surveys give the people a view, scientific and objective, of what others think about candidates and issues. it can help others shape or confirm their own views. in this complex world of ours, more information is always better.
for candidates and handlers of the candidates, it can be more than informational, it can be very instructive. they can use the results to re-shape, change directions or strengthen their winning strategies or fix and avoid their losing strategies.
but that is very much dependent on the skill sets of the candidates and their handlers on analyzing and understanding surveys. that is the first step.
the second and the more important step is formulating new strategies and plans based on the survey analysis and conclusions.
we are providing here a first step analysis of the survey results. there are a few more steps on analysis that needs to be done and more steps at formulating action steps in strategy change and plans formulation. but those are for another day.
in the meantime….
data sources: Pulse Asia & SWS
- Pulse Asia : http://pulseasia.ph/
- SWS : http://www.sws.org.ph/
also read (click) :
dramatic gains for aquino & poe, dramatic drops for trillanes, zubiri & enrile – pulse asia february 2013 senatoriables poll
not much has changed among the top 3 ranking senatoriables, legarda, escudero and cayetano alan peter from previous poll.
for this february 2013 pulse asia 2013 senatoriables survey, 15 senatoriables are competing for the top 12 position. in order of highest to lowest ranks as follows:
- legarda (Team PNoy)
- escudero (Team PNoy)
- cayetano alan peter (Team PNoy)
- villar, cynthia (Team PNoy)
- ejercito (UNA)
- aquino, bam (Team PNoy)
- binay (UNA)
- poe (Team PNoy)
- pimentel (Team PNoy)
- honasan (UNA)
- enrile, jack (UNA)
- trillanes (Team PNoy)
- angara (Team PNoy)
- zubiri (UNA)
- gordon (UNA)
6 senatoriables are battling for the last 3 positions, the 10th to the 12th, senatoriables honasan, enrile, trillanes, angara, zubiri and gordon who are all tied.
at the bottom among the candidates of the two major coalition parties, UNA and Team PNoy, are mitos magsaysay and tingting cojuangco both from UNA. their rankings have not changed from previous.
among the 15 candidates fighting for the top 12 spots, 9 are from Team PNoy and 6 are from UNA.
among the top 9, only 2 are from UNA (binay and ejercito) while the rest are from Team PNoy. among the 6 who are battling for the last 3 spots, 4 are from UNA and only 2 are from Team PNoy.
with those rankings, if elections were held today, Team PNoy has a chance of gaining 9 out of the 12 seats at best or 7 out of 12 at worst, a clear majority of the seats.
Team PNoy has generally done very well in this survey.
source : https://docs.google.com/file/d/0B3b9qPFV1cRDNGJWVXpKN0ZhZU0/edit
dramatic increases in rank and rating were gained by aquino and poe, both by +9 places who are now tied at 4th place from previous survey at 13th place; and +11.8 percentage points and +11.2 percentage points, respectively.
3 senatoriables suffered dramatic losses in rank and rating, 1 from Team PNoy, trillanes and 2 from UNA, enrile and zubiri. all three lost 5 places in the rankings although all three still came within the top 12.
jv ejercito’s identity crisis, he is swimming in contradictions
an article on 2013 senatoriable jv ejercito caught our attention. (see below) the headline struck us like a baseball bat – it was a headline that had a contradiction in it. on one hand JV says he wants to be his own man but the lead in the headline identified him as “estrada’s son”. it’s either you are estrada’s son or you are yourself, an ejercito.
contradictions from senatoriable jv ejercito? we were not surprised. over at twitter (@wawam), we have talked about the many other contradictions from ejercito, including the name change that ejercito had done for himself.
the first paragraph in the PDI article plainly states what it also found as a contradiction:
He likes to be known as his father’s son, yet senatorial candidate Joseph Victor “JV” Ejercito also says he wants to be his own man.
Read more: http://newsinfo.inquirer.net/371355/estradas-son-jv-wants-to-be-his-own-man#ixzz2NCVc5Ibm
there were many more contradictions found in the article :
ejercito is very much swimming in contradictions in that article that it almost made us dizzy. at first we thought maybe the dizziness was caused by a poorly written news article. that has happened before. but after reading the article at least three times, we thought the dizziness was not being caused by poor newspaper article writing, it was ejercito himself that was causing it with the contradictions he was dishing out in rapid succession.
this is bad news for ejercito from a marketing and advertising standpoint – an identity crisis is always not a good thing to have in winning election campaigns. before consumers or in this case voters make a choice, they need to first know who the candidate is. ejercito seem to be using two sets of names, estrada and ejercito in different occasions and media which may put voters confused and unable to pin down who exactly is ejercito.
this identity crisis on its own is bad news but pair that with swimming in contradictions and it can be well, drowning to death. ejercito is obviously unable to adequately explain or give a good reason for the change in name.
half of ejercito thinks the name change is a good thing while the other half thinks its a bad thing, hence he goes to one end to the other like a pendulum gone crazy. ejercito seems to have one of his foot step on the other in every explanation he gives. we find it strange that senatoriable ejercito gives both good and bad things in the change of his name in the same interview.
we think poor or weak brand identification is one of the key reasons why UNA senatoriables suffered dramatic losses in rank and rating in the last SWS senatoriables poll.
(read here : dramatic drops for UNA & dramatic increases for Team PNoy in february SWS sentatoriables survey)
is jv ejercito following in the footsteps of UNA?
(note : jv ejercito is one of the top losers in rank and rating in the last SWS senatoriables poll)
(note : knowing PDI editors, we think the contradictory headline was intentionally written by them.)
read in full here : http://newsinfo.inquirer.net/371355/estradas-son-jv-wants-to-be-his-own-man
with 47% of voters not completing 12 senatoriables, dynasty candidates & re-electionists enter top 12
source : http://www.sws.org.ph/
based on this SWS 2013 Senatorables survey – 47% of voters cannot complete all 12 senatoriables while an equal number, 47% can complete all 12. (balance 6% are undecided or made invalid markings). on average, all voters will just be able to write down 9 names for the 12 senatoriable slots.
we think 47% unable to complete all 12 is a huge number. what that may are the following :
- there is not enough 12 “good men” among the 33 senatoriables running for office. most are unworthy of being elected
- not enough information about the candidates are reaching voters for them to complete the 12. this is just the start of the campaign period, let us hope this will change soon.
although still on the early stages of the campaign, at this point in time, these are the candidates who are benefiting from this situation and are getting better chances at getting elected :
- dynasty candidates – children, siblings or spouses of elected officials who are running for senator
- incumbent senators running for reelection
based on the survey, of the top 12, 6 are candidates for reelection – legarda, escudero, cayetano, pimentel, trillanes and zubiri. we consider zubiri for reelection since he did serve a term in the senate. a large number in the top 12 are dynasty candidates – villar, binay, ejercito aquino and angara. only 1 senatoriable, poe does not belong to any one of these groups.
the results of this survey would be so different if the 47% who did not complete the 12 spots would complete their list.
dynasty candidates are running on the basis of having the same family name as elected officials, that gives them a built-in advantage of being remembered more easily and have better chances of getting elected. not completing your list of 12 makes that advantage work for them for real.
completing the list of 12, say with names who are not re-electionists or dynasty candidates will have the effect of pushing down the dynasty candidates from the top 12.
dramatic drops for UNA & dramatic increases for Team PNoy in february SWS sentatoriables survey
the latest february 2013 SWS survey, on the 2013 senatoriables is characterized by dramatic drops and dramatic increases in rankings and/or ratings by some senatoriables. the dramatic drops are all on UNA senatoriables while the dramatic increases were on Team PNoy senatoriables.
this survey results are grim and bad news for many UNA senatoriables and for the whole party and great news for Team PNoy and specific senatoriables.
this is how bad it is for the UNA senatoriables :
- 9 out of the top 12 senatoriables belong to the admin PNoy coalition with the UNA opposition getting only 3
- 3 UNA senatoriables dropped out of the top 12 while 2 from Team PNoy barged into the top 12
- 6 out 12 Team PNoy senatoriables gained in rank (aquino, poe, villar, madrigal, trillanes and angara), 6 stayed the same (cayetano, escudero, hontiveros, legarda, magsaysay r, pimentel)
- 6 out of 9 UNA senatoriables declined in rank (honasan, ejercito, enrile, gordon, maceda, zubiri), only 2 gained (binay, magsaysay) while 1 stayed the same (cojuangco)
- 5 in 12 of the Team PNoy senatoriables gained in ratings (aquino, madrigal, poe, trillanes, villar), 4 stayed (angara, escudero, hontiveros, pimentel) while only 3 lost cayetano, legarda, magsaysay r). these three losses were minimal with 2 losing only 1 percentage point while the 3rd lost 2 percentage points
- on the other hand, 7 out of 9 senatoriables of UNA lost ratings (cojuangco, ejercito, enrile, gordon, honasan, maceda, zubiri), 1 the same (magsaysay m) and only 1 gained (binay).
- most of the dramatic loses in rankings and/or ratings were suffered by the UNA senatoriables – jv ejercito, migz zubiri, jack enrile, gringo honasan and ernie maceda
- consequently, most of the dramatic gains in ranking and ratings were gained by Team PNoy senatoriables – grace poe, bam aquino, jamby madrigal and cynthia villar
- no changes occurred for UNA bottom dweller mitos magsaysay, tingting cojuangco and ernie maceda
what can explain the dramatic loses by the UNA senatoriables?
we think its a brand positioning blunder by UNA. we read it first from statements from mitos magsaysay where she said UNA wanted “aquino to succeed” and that their role is to give “constructive criticism”. (read here: malacanang delivers THE BOMB on senatoriable mitos magsaysay)
a few days after that, jv ejercito basically said the same thing, plus the UNA spokesman. some of them even said UNA was not necessarily an opposition party. instead of saying they are an opposition party, they were saying things like they will be “fiscalizers”. why then would voters favor UNA when the president himself has his own set of senatoriables?
these were very confusing statements by the UNA senatoriables and the UNA party. people must have wondered if UNA was not the opposition party, what are they then? that can mean they are part of the administration. if they are part of the administration, why do they have competing senatoriables to that of the admin party?
this was a very basic and fundamental blunder by UNA. instead of differentiating themselves against Team PNoy, they were actually making themselves similar to their opponents. two of the key elements of brand building is uniqueness and differentiation versus competition. instead of achieving those, they were actually making themselves similar. the result is UNA’s brand positioning became invisible in the eyes of the voters. being invisible allows the voters to only see Team PNoy.
Team PNoy released their TV ads soon after. statements by jv ejercito and the UNA party in reaction to the TV ad did not help the party either and made it worst for them.
Ejercito explained where UNA stands when it comes to the Aquino administration. They support his platform of good governance but they want to keep the Senate as an independent institution to keep the administration in check.
“We admit that the President is very popular. We have supported the President on his thrust for good governance. But sometimes when you are too popular, you do not know anymore the pulse of the people,” he said.
http://www.rappler.com/nation/21139-jv-ejercito-to-team-pnoy-why-the-impostor-tag
ejercito’s words explain the problem UNA created for themselves. he did say the party supports aquino in his platform of good governance. aquino was elected by a landslide vote and continue to be the country’s most popular president on the basis of a good governance election promise and actions during his term. ejercito simply acknowledged aquino is doing well which we think to many voters would mean they should favor the senators aquino is supporting.
UNA was not defining themselves in the mind of the voters. what they were doing instead was propping up even more an already popular president and this president has his own list of senatoriables.
in marketing and advertising, you never talk about your competition, you talk about yourself and how good you are and what you can do that competition cannot. if you talk about competition, you do so only to show their weakness or failure. in this case UNA was not even mentioning any failure or weakness of aquino or Team PNoy. ejercito even praised the achievements and strengths of aquino.
UNA’s blunder is not just very bad brand positioning, we think its really a detrimental strategic blunder. we are guessing that they did research and found out that noynoy aquino is a very popular president and that noynoy aquino is the strongest endorser in philippine politics bar none.
UNA was unable to figure what they can do to counter this high popularity of noynoy aquino. we think their biggest error is thinking that since aquino is very popular, they should not go against him. and that thinking is very much like giving up on the election even before it started.
this kind of results in the surveys with the kind of competition and smarts or lack of smarts by UNA is not surprising. Team PNoy must be very pleased with the way UNA is handling their campaign.
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source of SWS survey : http://www.bworldonline.com/content.php?section=&title=Team-PNoy-takes-the-lead-in-latest-SWS-BW-poll&id=66397#
Team PNoy takes the lead in latest SWS-BW poll


2013 Senatoriables SWS survey – cynthia villar should fire her advertising agency
key points on the top 12:
- top three continue to be legarda, escudero and cayetano (alan peter) in that order. they have been the same top three in the three surveys conducted by SWS
- among the top 12, poe had the largest increase in ranking, by 10 places to rank #10 from rank #20 in the previous survey
- other biggest increases in rank are for enrile (jack) at +2, now #8 and honasan at +3, now #5
- cayetano and enrile have been running tv political ads and may be showing its impact in the rankings
- the largest decrease in ranking is with villar (cynthia) who dropped -4 places, now #8 from #4. it appears villar’s heavy tv advertising is not working for her.
- it’s interesting that villar’s first name is officially listed in the Comelec and we assume on the official ballot as “Cynthia Misis Hanepbuhay”. this will probably be villar’s positioning in her ad campaigns
- other biggest decreases in ranking are on binay (nancy), -3 places to now #12 from #9 and zubiri -2 places now #7
key points on the bottom 13 to 24:
- a major increase was gained by villanueva who now place at #23. he was not on the top 24 in the two previous surveys. this is the result of his announcing his candidacy.
- the following suffered in ranking – aquino, madrigal, maceda, magsaysay (mitos) and casino.
we would recommend the following:
- villar to fire her advertising agency and immediately change her advertising campaign. her ads even though aired very early and spent heavily is not working for her.
- it is still too early to tell. these rankings will still change and some could be dramatic changes as the real campaign starts.
- candidates should be doing heavy voter research now for the purpose of improving or airing new political ads.
Pulse Asia’s Chief Justice Corona Trial Poll results – the people sees past through prosecution’s incompetence
source: http://pulseasia.com.ph/pulseasia/story.asp?ID=747

- we are surprised at the high number of 84% of the respondents following the developments of the impeachment rial of chief justice corona. we thought it would not be this high. after all this is not the president of the country like the erap estrada impeachment, just the chief justice. the erap impeachment getting high numbers will not be a surprise but a chief justice impeachment is.
- a high number of those who follow the developments say tv is their media choice at 80%. that means many of the people are watching the live coverage of the impeachment trial. they are getting the developments first hand, seeing the drama unfold in front of their eyes.
- internet for some reason got a very low number – just 1%, we think this is mostly a function of low computer incidence and low internet usage among the poor who accounts for a large majority of the philippine population.
- radio coming in only at 12% is a shock. radio is the dominant media ownership in the country, almost 100% of homes have radio. for radio to be a non factor in medium choice is very surprising. this means tv has become a most important medium in the country. (the advertising industry need to retool some of theoir thinking on this one.)

- the defense was trying to make something out of their charge that the impeachment complaint was fast-tracked at the Hour Of Representatives. we really don’t understand why this is important and what it is for but they seem to be saying because it was railroaded at the house, the complaint is invalid, don’t ask us why because we can;t explain it.
- also we do not think it really matters, the fact is the senate has opened an impeachment court. whether it has been fast-tracked or not no longer matters.
- this table is a practically a split where respondents can’t decide whether it was fast-tracked or not at he HOR. the numbers are practically tied with 32% saying it was fast-tracked while 38% do not think it was fast-tracked.
- looks like the defense team has lost his battle.

this chart to us the most important findings of the poll – how people feel about the guilt or innocence of the the chief justice on the charges brought to him bu the HOR (House Of Representatives).
it is important to take note of this from the Pulse Asia website:
The survey fieldwork was conducted from February 26 to March 9, 2012 using face-to-face interviews. The following developments preoccupied Filipinos immediately prior to and during the conduct of the interviews for this survey: (1) the ongoing impeachment trial of Supreme Court Chief Justice Renato C. Corona* ; (2) the arraignment for electoral fraud of former President and incumbent Pampanga Representative Gloria Macapagal-Arroyo; (3) the death and destruction caused by a 6.9 intensity earthquake in the Visayas on 06 February 2012; (4) the commemoration of the 26th anniversary of EDSA People Power I; (5) the controversies involving a few presidential appointees; (6) the death of Negros Occidental Representative Ignacio Arroyo and the fight over his remains; and (7) the increase in oil prices, fluctuating power rates, declining headline inflation rate, and the record-breaking performance of the Philippine Stock Exchange.
this survey was conducted while the prosecution was still presenting their witnesses and evidence to the court. the defense has not started any of their presentations yet.
- the significant difference in those who believe corona is guilty at 47% versus those who believe he is innocent at 5% is a very significant finding. that means at that point in time when the poll was taken, when the prosecution was still making their case, the people was seeing corona as guilty.
- we were of the view that the prosecution team was screwing up big time. we are not lawyers but we can tell they were doing a very bad job. the only time the prosecution did well was when neil tupas, the lead prosecutor delivered his opening speech during the trial. everything after that speech was horrible for the prosecution. he did well because he read a written speech.
- the corona trial became a sad telenovela of “what did the prosecution do wrong this time? the prosecution delivered – they seemed to have done something new that was wrong on a daily basis. we knew that as senator miriam defensor santiago and the presiding judge himself, senator juan ponce enrile delivered their most impassioned speeches in the trial berating the prosecution team on their latest blunders, incompetence or errors, senator santiago didn;t even bother to sugar coat her words, she just said it in plain, actually elegant and biting english. wha?!
- over and beyond that thick muck of prosecution incompetence, the prosecution in reality was able to get past the court evidence and testimonies that to say the least corona needed to explain to the court and the country or evidence and testimony that can be used by the senator judges to convict corona.
- for the respondents to see through that thick muck of prosecution incompetence and find corona guilty to us is just short of being a miracle or brilliance on the part of the respondents.
- to be fair the incompetence the prosecution showed was not really on the main point of their existence in the impeachment court, but on the almost and everything they did outside the court and before the impeachment court came into being. the fact is they were able to get the court to accept testimony and evidence that the senator judges can use to convict corona.
- okay, we stand corrected, the prosecution also showed incompetence during the trial as they were constantly berated by senators santiago and enrile on their lack of knowledge and skills in presenting evidence and testimony of their witnesses. in other words, the senator judges were saying the prosecution did not know how to properly conduct a trial. that of course was a surprise considering the prosecutors are lawyers who were elected congressmen in their districts. apparently, not all lawyers are created equal and these congressmen who are also lawyers were shortchanged on that aspect when God made them lawyers.
- does that mean the respondents were so brilliantly gifted that they were able to separate the garbage from the prosecution on their lawyering skills versus the evidence they were able to get the court accepted?
- there is no other explanation for it. it looks like the respondents know what a corrupt official is versus one that is not. or an impeachable chief justice versus one who is not.
- we think the people are just so fed up with corrupt and incompetent government officials that it did not matter even if the messenger of the message is being faulted by santiago on a daily basis.
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more on this next….







































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