PERA’T PULITIKA 2010 CONSORTIUM

Political Ads of Candidates for President, February 9 to March 8, 2010

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