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.

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