Table 1. Political Ad Placement of Candidates by Medium, February 9 – March 8, 2010
| Candidate | TV (Feb. 9, 2010 – Mar. 8, 2010) | Radio (Feb. 9-28, 2010) | Print (Feb. 9-28, 2010) | Total Ad Value (as of Mar. 8, 2010) | Total Indicative Cost (as of Mar. 8, 2010) | |||
|---|---|---|---|---|---|---|---|---|
| Ad Value (in peso) |
Indicative Cost (less 30%, in peso) | Ad Value (in peso) |
Indicative Cost (less 20%, in peso) | Ad Value (in peso) |
Indicative Cost (less 10%, in peso) | |||
| Eddie Villanueva/ Jun Yasay | 1,012,498.50 | 708,748.95 | 8,000.00 | 6,400.00 | 0.00 | 0.00 | 1,020,498.50 | 715,148.95 |
| Gilbert Teodoro | 45,000.00 | 31,500.00 | 225,200.00 | 180,160.00 | 60,480.00 | 54,432.00 | 330,680.00 | 266,092.00 |
| Joseph Estrada | 99,632,528.00 | 69,742,769.60 | 3,586,885.50 | 2,869,508.40 | 0.00 | 0.00 | 103,219,413.50 | 72,612,278.00 |
| Joseph Estrada/ Jejomar Binay | 0.00 | 0.00 | 46,200.00 | 36,960.00 | 0.00 | 0.00 | 46,200.00 | 36,960.00 |
| Manny Villar | 140,365,061.38 | 98,255,542.97 | 9,697,955.50 | 7,758,364.40 | 85,085.00 | 76,576.50 | 150,148,101.88 | 106,090,483.87 |
| Noynoy Aquino | 111,454,983.28 | 78,018,488.30 | 6,600,290.00 | 5,280,232.00 | 0.00 | 0.00 | 118,055,273.28 | 83,298,720.30 |
| Noynoy Aquino/ Mar Roxas | 0.00 | 0.00 | 0.00 | 0.00 | 17,316.00 | 15,584.40 | 17,316.00 | 15,584.40 |
| Richard Gordon | 69,496,315.00 | 48,647,420.50 | 225,150.00 | 180,120.00 | 0.00 | 0.00 | 69,721,465.00 | 48,827,540.50 |
| Total | 422,006,386.16 | 295,404,470.32 | 20,389,681.00 | 16,311,744.80 | 162,881.00 | 146,592.90 | 442,558,948.16 | 311,862,808.02 |
Source: Nielsen Media, as of March 8, 2010
Notes: Latest Nielsen data for radio and print covers only the period of Feb.9 to 28, 2010.
Discounts applied in the indicative costs are based on the implementing rules and regulations of the Fair Election Practices Act.
Table 2. Top TV Networks, February 9 – March 8, 2010
| Network | No. of Spots | Total Ad Value | Total Indicative Cost |
|---|---|---|---|
| ABS-CBN 2 | 570 | 211,625,136.40 | 63,487,540.92 |
| GMA CHANNEL 7 | 514 | 186,330,874.00 | 55,899,262.20 |
| TV 5 | 20 | 4,680,000.00 | 1,404,000.00 |
| QTV 11 | 28 | 3,207,475.76 | 962,242.73 |
| RJTV 29 | 75 | 3,175,000.00 | 952,500.00 |
| Other Networks | 335 | 12,987,900.00 | 3,896,370.00 |
| Grand Total | 1,542 | 422,006,386.16 | 126,601,915.85 |
Source: Nielsen Media, as of March 8, 2010
Notes: Ad values computed by Nielsen are based on the 2009 published rate cards, except for data entered on Mar. 1-8, 2010, which are based on the 2010 published rate cards. Actual amounts for this period could be slightly lower. Thirty-percent discounts in TV ads are applied as per the implementing rules and regulations of the Fair Election Practices Act.
Table 3. Airtime Bought per TV Network, February 9-March 8, 2010
| Candidate | ABS-CBN 2 (P148.14 M) |
GMA 7 (P130.43)
|
TV 5 (P3.28 M)
|
QTV 11 (P2.25 M)
|
RJTV 29 (P2.22 M) |
|||||
|---|---|---|---|---|---|---|---|---|---|---|
| Airtime Bought | Minutes Left | Airtime Bought | Minutes Left | Airtime Bought | Minutes Left | Airtime Bought | Minutes Left | Airtime Bought | Minutes Left | |
| Eddie Villanueva /Jun Yasay |
0 | 120 | 3.5 | 116.5 | 0 | 120 | 1.5 | 118.5 | 0 | 120 |
| Gilbert Teodoro | 0 | 120 | 0 | 120 | 0 | 120 | 0 | 120 | 0 | 120 |
| Joseph Estrada | 77.5 | 42.5 | 65 | 55 | 0 | 120 | 0 | 120 | 0 | 120 |
| Manny Villar | 79.5 | 40.5 | 79.5 | 40.5 | 6 | 114 | 10.5 | 109.5 | 5.5 | 114.50 |
| Noynoy Aquino | 76 | 44 | 66 | 54 | 3 | 117 | 2 | 118 | 6 | 114 |
| Richard Gordon | 52 | 68 | 43 | 77 | 1 | 119 | 0 | 120 | 26 | 94 |
Source: Nielsen Media, as of March 8, 2010
Note: The duration of airtime that a presidential candidate may use is 120 minutes per TV network.
Table 4. TV Ads of Presidential Candidates in ABS-CBN 2 and GMA 7, February 9 – March 28, 2010
| Candidate | ABS-CBN 2 | GMA 7 | ||||
|---|---|---|---|---|---|---|
| Duration (min) | Ad Value (in peso) |
Indicative Ad Value (in peso) |
Duration (min) | Ad Value (in peso) |
Indicative Ad Value (in peso) |
|
| Eddie Villanueva/Jun Yasay | 0 | 0 | 0 | 3.5 | 694,764.00 | 486,334.80 |
| Gilberto Teodoro Jr. | 0 | 0 | 0 | 0 | 0 | 0 |
| Joseph Estrada | 77.5 | 55,233,338.00 | 38,663,336.60 | 65 | 44,399,190.00 | 31,079,433.00 |
| Manny Villar | 79.5 | 64,613,757.00 | 45,229,629.90 | 79.5 | 65,674,510.00 | 45,972,157.00 |
| Noynoy Aquino | 76 | 55,853,936.40 | 39,097,755.48 | 66 | 47,042,000.00 | 32,929,400.00 |
| Richard Gordon | 52 | 35,924,105.00 | 25,146,873.50 | 43 | 28,520,410.00 | 19,964,287.00 |
Source: Nielsen Media, as of March 8, 2010
Notes: Ad values computed by Nielsen are based on the 2009 published rate cards, except for data entered on Mar. 1-8, 2010, which are based on the 2010 published rate cards. Actual amounts for this period could be slightly lower.
Thirty-percent discounts in TV ads are applied as per the implementing rules and regulations of the Fair Election Practices Act.
Table 5. Top 10 Programs, February 9 – March 8, 2010
| Program | Network | TV Ratings (as of Jan.8-11, 2010) | No.of Spots | Ad Value (in peso) | Indicative Cost (in peso) | |
|---|---|---|---|---|---|---|
| 24 Oras | GMA 7 | 28.6% | 78 | 37,825,920.00 | 26,478,144.00 | |
| Habang May Buhay | ABS CBN 2 | NA | 60 | 26,881,788.00 | 18,817,251.60 | |
| The Last Prince | GMA 7 | 30.9% | 52 | 25,185,600.00 | 17,629,920.00 | |
| TV Patrol World | ABS CBN 2 | 26.9% | 49 | 21,925,323.00 | 15,347,726.10 | |
| Rod Santiago’s Agua Bendita | ABS CBN 2 | NA | 48 | 21,362,580.00 | 14,953,806.00 | |
| Kung Tayo’y Magkakalayo | ABS CBN 2 | NA | 46 | 20,431,890.00 | 14,302,323.00 | |
| Carlo J. Caparas’s Panday Kids | GMA 7 | NA | 36 | 16,709,000.00 | 11,696,300.00 | |
| Rubi | ABS CBN 2 | NA | 36 | 15,973,236.00 | 11,181,265.20 | |
| Full House | GMA 7 | 28.2% | 31 | 14,731,200.00 | 10,311,840.00 | |
| Wowowee | ABS CBN 2 | 16.1% | 50 | 14,634,461.00 | 10,244,122.70 | |
Source: Nielsen Media, as of March 8, 2010
Notes: Ad values computed by Nielsen are based on the 2009 published rate cards, except for data entered on Mar. 1-8, 2010, which are based on the 2010 published rate cards. Actual amounts for this period could be slightly lower.
Thirty-percent discounts in TV ads are applied as per the implementing rules and regulations of the Fair Election Practices Act.
TV ratings are based on Nielsen’s January 8-11, 2010 surveys among Mega Manila households.
Table 6. Projected Airtime Bought in Top Five AM Radio Stations, February 9-28, 2010
| Candidate | DZMM-AM/630 KHZ (P1.78 M) |
DZRH-AM/666 KHZ (P1.4 M) |
DZXL-AM/558 KHZ (P0.9 M) |
DYHP-AM/612 KHZ (P0.82 M) |
DZBB-AM/594 KHZ (P0.67 M) |
|---|---|---|---|---|---|
| Eddie Villanueva | 0 | 0 | 0 | 0 | 0 |
| Gilbert Teodoro | 0 | 0 | 0 | 6 | 0 |
| Joseph Estrada | 12 | 7.5 | 0 | 4.25 | 7.5 |
| Joseph Estrada/Jejomar Binay | 0 | 0 | 0 | 0 | 0 |
| Manny Villar | 15.25 | 9 | 12.75 | 4.75 | 6.5 |
| Noynoy Aquino | 0 | 9.25 | 19.25 | 12.5 | 0 |
| Richard Gordon | 0 | 0 | 0 | 7 | 0 |
Source: Nielsen Media, as of February 28, 2010
Notes: The duration of airtime that a presidential candidate may use is 180 minutes per radio station.
Latest Nielsen data for radio and print covers only Feb.9 to 28, 2010.
Twenty-percent discounts in radio ads are applied as per the implementing rules and regulations of the Fair Election Practices Act.
The top five AM stations are also the top five among all radio stations including FM stations.
Table 7. Projected Airtime Bought in Top Five FM Stations, February 9-28, 2010
| Candidate | DZMB-FM/90.7 MHZ [P0.58 M] |
I-FM/93.9 MHZ (DWKC) [P0.51 M] |
DWSM-FM/102.7 MHZ [P0.47 M] |
DWTM-FM/89.9 MHZ [P0.36 M] |
YES-FM/101.1 MHZ [P0.36] |
|---|---|---|---|---|---|
| Eddie Villanueva | 0 | 0 | 0 | 0 | 0 |
| Gilbert Teodoro | 0 | 0 | 0 | 0 | 0 |
| Joseph Estrada | 6.25 | 0 | 0 | 0 | 0 |
| Joseph Estrada/Jejomar Binay | 0 | 0 | 0 | 0 | 0 |
| Manny Villar | 13.25 | 18.75 | 24.75 | 19.75 | 18 |
| Noynoy Aquino | 7.5 | 20.5 | 17.5 | 5.25 | 5.25 |
| Richard Gordon | 0 | 0 | 0 | 0 | 0 |
Source: Nielsen Media, as of February 28, 2010
Notes: The duration of airtime that a presidential candidate may use is 180 minutes per radio station.
Latest Nielsen data for radio and print covers only Feb. 9 to 28, 2010.
Twenty-percent discounts in radio ads are applied as per the implementing rules and regulations of the Fair Election Practices Act