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Friday, May 06, 2016



Even as he flip-flopped on whether to run for the highest post in the land, Duterte began spending on TV ads in March 2015, releasing P11.9 million for that month alone. He continued to advertise every month until June 2015, when his spending spiked at P69.1 million, before he took a break.

He began spending again for TV ads in December – P4.03 million. By that time, two Social Weather Stations (SWS) pre-election surveys had already come out, with him coming in fourth in terms of voter preference in the survey conducted from September 2 to 5, 2015. And suddenly he was first in the November 26 to 28, 2015 survey.

It's notable that he resumed spending for TV ads after he cursed Pope Francis for causing traffic during his visit to the Philippines in January 2015.

Duterte continued to spend monthly until March, simultaneous to the time when he was not faring well in the survey. He was fourth in the pre-election poll conducted from December 12 to 14, 2015 and in the poll conducted from January 8 to 10, 2016.

By the time the survey conducted from February 5 to 7, 2016 came out, he was tied in second place, but in the March 4 to 7, 2016 poll, he was again in fourth place.His spending on TV ads was a far cry from the hundreds of millions his rivals spent – P257.4 million, or the equivalent of 8,895 seconds of airtime.



Binay jumped into the fray in May 2015, spending P72.2 million to dwarf Duterte’s spending for the same month – P17.6 million. The vice president continued to advertise on TV until March 2016, only skipping July and August 2015.

The millions he poured into the TV ads seemed to work, as his standing in the SWS surveys only shifted between first and second place. He was second in the September survey, the November survey, and the March survey. He was first in the December survey, in the January survey, and in the February survey. His TV spending peaked in January 2016 at P355.5 million. In total, he spent P1.4 billion from May 2015 to March 2016, the equivalent of 62,640 seconds of airtime.


Roxas began placing TV ads in August 2015, spending 130.3 million and becoming the first candidate to spend more than P100 million in one month. He continued to spend monthly until March 2016.

Unfortunately, this did nothing to better his standing in the pre-election survey, as he was consistently in third place from September to March, except for December, where he was in second place.

His spending peaked in January at P270 million.

Like Roxas, Poe started placing TV ads in August 2015, at P49.7 million, less than half of what the former spent. She immediately made up for it, however, by being the top spender in September 2015, doling out P100.3 million. She continued to spend monthly until March 2016, spending the biggest amount after the Christmas break, at P228.6 million.

Just as she was consistent in spending for TV ads, she was also consistent in her positive ranking in the pre-election surveys. She was either in first or second place from September to March.In total, she spent P1.09 billion on TV ads from August 2015 to March 2016.

Despite consistently being in the bottom of the pre-election surveys from September to March, Santiago only began to try to remedy her standing by placing TV ads in February 2016. Then she paid out a relatively modest P15 million. In March 2016, she spent P25.3 million.

She was the only candidate who began placing TV ads only after the filing of certificates of candidacy in October 2015.

Combined, all candidates have spent more on TV ads in the first three months of 2016 than the entire 2015 – at P1.97 billion and P1.88 billion, respectively.


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