presidentiables spend P2B on advertising. top spenders – villar 1st, teodoro 2nd and aquino 3rd

The former defense secretary had poured P407 million into campaign ads, according to an ABS-CBN report quoting the AGB Nielsen Media Research.

This had made him the second biggest spender so far in the May presidential race after billionaire Sen. Manny Villar of the Nacionalista Party, who had spent P1 billion, the report said.

The Liberal Party’s Sen. Benigno “Noynoy” Aquino III was third (P268 million), followed by Sen. Richard Gordon (P244 million), Bro. Eddie Villanueva (P90 million), and deposed President Joseph Estrada (P84 million).

summary of spending:

  1. Manny Villar – P1,000 M, 48%
  2. Gilbert Teodoro – P 407M, 19%
  3. Noynoy Aquino – P 268 M, 13%
  4. Richard Gordon – P 244 M, 12%
  5. Eddie Villanueva – P 90 M, 4%
  6. Erap Estrada – P 84 M, 4%
  7. Grand total – P2,093 M

we do not know what period is covered by this ABS-CBN report. the article does not say it and we are unable to find the source data AGB Nielsen Media Research.

we were surprised that teodoro is second at 19%. no surprise in that villar came in first with almost half of the total ad spending. we were expecting aquino will be 2nd but in this report comes in at 3rd.

villar must have spent a lot more than this amount on total spending. he has been going around the provinces extensively and in these trips he brings along his celebrity endorsers. that alone costs a lot of money. villar also has a lot of other activities in the internet and other available media.

it is a very expensive election campaign.

here are some points:

  • villar has gotten the most out of his ad spending. it has pushed him to a statistical tie with aquino at the polls. this is money well spent. kudos!
  • teodoro has wasted his advertising money with 2nd highest spending but got a measly 4% and 5% at the polls with hardly any movement up. this may mean teodoro has lousy ads or he is a lousy product. we think it is both. poll details are showing teodoro is unable to get supporters across the board, among all socio-eco classes and ages.
  • aquino’s ad spending needs to be reviewed. in fact they need to review his whole advertising campaign – from strategies to execution. with aquino now at a statistical tie and his ratings degrading, it means he may not be spending enough or he has bad ads. we think its both. aquino is an excellent product, its the advertising that is lousy.
  • richard gordon is getting nothing from his ad spending, his ratings remain at very low single digits. to win or to just be a factor in this election, he needs to spend more and release more ads.
  • at first glance, estrada is getting a lot out of his ads. he is 3rd in the polls but last in the spending. we think his poll showing is not due to his ads. they are bad ads. we think estrada’s poll achievement of being 3rd is a cary over effect from his previous glory days.
  • villanueva has completely wasted his ad money. continuing to be at the low levels in the poll says he needs to do more and to change his ads.   
  1. Estipona ng Davao
    February 20, 2010 at 1:06 pm

    The question is,how these candidates will get back their expenses or investments after they are elected? Anyone can guess who these guys are up to.Manny Villar did not hesitated to spend 1 billion for his campaign,for he knows he will get it back if he will be elected.I’m afraid of that kind of candidate.IT IS PRIME MOTIVATOR FOR CORRUPTION.I urge all electorates do not ever vote this kind of candidate.A candidate that is willing to spend any amount just to win.On Villar,I see a president similar to arroyo and marcos.DO NOT EVER VOTE THIS KIND OF CANDIDATE.

  2. pinay
    February 20, 2010 at 4:41 pm

    im soooooooooooooooooooooo afraid if manny villar will win the may 10 election,coz im 100% sure that he will get his money back……… billion pesos!a person who worked hard to get that kind of money surely does’nt let it go…ROI….ROI…. remember that….i hope Filipinoes will think about it when they cast their votes on may10……………hopefully a presidentiable who is not corrupt will win the election…………

    • February 20, 2010 at 4:59 pm

      all the presidentiables are spending millions to win the election. if that is the fear, then it applies to all the presidentiables. we won’t have an election.

  3. dante
    February 20, 2010 at 8:58 pm

    wow, teodoro has spent so much and no impact. maybe he should quit the race.

  4. kpbotbot
    April 10, 2010 at 11:14 am

    teodoro doesnt have lousy ads. his ads are intended for those who CAN take time to reflect on what they saw. many people in the philippines are poor, and most of those poor people can only understand those “easy to understand” ads. gibo’s ads are both good and bad, but i think he should also focus on making the dumb understand.

    not that im saying its you because i said all these:D all im saying is that its effective to those who can take time to understand, and ineffective to those who cant.

    • April 10, 2010 at 11:50 am

      ads are supposed to be effective to everyone, to all in the target audience. if it appeals only to a portion of the audience, it is a failed ad.

  1. March 18, 2010 at 9:01 am
  2. March 18, 2010 at 9:39 am

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