Table 1. AD DURATION OF CANDIDATES FOR VICE PRESIDENT ON ABS-CBN 2 AND GMA 7 (NOVEMBER 1, 2009 TO FEBRUARY 8, 2010)
CANDIDATES FOR VICE PRESIDENT | AD DURATION (minutes) | |
---|---|---|
ABS-CBN 2 | GMA 7 | |
JEJOMAR BINAY | 134.5 | 124 |
BAYANI FERNANDO | 30 | 44 |
LOREN LEGARDA | 116.5 | 71.5 |
MAR ROXAS | 155* | 130* |
* Roxas’ total minutes plus half of “Team Aquino-Roxas” minutes Figure 1. COMPARATIVE TOTAL AD VALUES OF CANDIDATES FOR PRESIDENT AND VICE PRESIDENT (NOVEMBER 1, 2009 TO JANUARY 31, 2010)
Table 2. AD VALUES AND INDICATIVE AD SPENDING OF CANDIDATES FOR VICE PRESIDENT (NOVEMBER 1, 2009 TO JANUARY 31, 2010)
CANDIDATES FOR VICE PRESIDENT | AD VALUES (in Philippine Pesos) | INDICATIVE REAL AD COST FOR TV* | TOTAL INDICATIVE REAL AD COST (TV, RADIO, PRINT) | |||
---|---|---|---|---|---|---|
TOTAL AD VALUES | RADIO | TV | ||||
JEJOMAR BINAY | P137,434,683 | P12,500,934 | P 7,500 | P124,926,249 | P62,463,125 | P74,971,559 |
BAYANI FERNANDO | P31,261,065 | P3,349,120 | P 29,970 | P27,881,975 | P13,940,988 | P17,320,078 |
LOREN LEGARDA | P77,962,470 | P0 | P1,693,170 | P76,269,300 | P38,134,650 | P39,827,820 |
MAR ROXAS | P184,479,375 | P9,353,733 | P396,029 | P174,729,613 | P87,364,807 | P97,114,569 |
TOTAL | P431,137,593 | P25,203,787 | P2,126,669 | P403,807,137 | P201,903,569 | P229,234,025 |
* Ad values were taken from Nielsen data, which were computed based on published rate cards for 2009. TV ad values were reduced by 50 percent to arrive at the indicative real ad cost.
Table 3. TV AD VALUES AND INDICATIVE SPENDING CANDIDATES FOR VICE PRESIDENT (FERUARY 1-8, 2010)
CANDIDATES FOR VICE PRESIDENT | AD VALUES for TV* | Indicative Cost for TV* |
---|---|---|
JEJOMAR BINAY | P36,722,635 | P18,361,318 |
BAYANI FERNANDO | P23,279,837 | P11,639,919 |
LOREN LEGARDA | P48,760,967 | P24,380,484 |
MAR ROXAS | P21,604,299 | P10,802,150 |
TOTAL | P130,367,738 | P65,183,869 |
* Ad values were taken from Nielsen data, which were computed based on published rate cards for 2009. These were then reduced by 50 percent to arrive at the indicative real ad cost.
Table 4. AD VALUES AND INDICATIVE AD SPENDING BY CANDIDATES VICE PRESIDENT, FIRST MONTH OF CAMPAIGN (FEBRUARY 9 – MARCH 8, 2010)
CANDIDATES FOR VICE PRESIDENT | AD VALUES * (in Philippine Pesos) | INDICATIVE AD COST*(in Philippine Pesos) | ||||||||
---|---|---|---|---|---|---|---|---|---|---|
TV (Feb. 1- Mar. 8) |
RADIO (Feb. 1-28) |
PRINT (Feb. 1-28) |
TOTAL | TV (Feb. 1-Mar. 8) |
RADIO (Feb. 1-28) |
PRINT (Feb.1-28) |
TOTAL | |||
JEJOMAR BINAY | 25,746,903 | 6,668,034 | 456,071 | 32,871,008 | 18,022,832 | 5,334,427 | 410,464 | 23,767,723 | ||
Estrada-Binay | 0 | 176,400 | 0 | 176,400 | 0 | 141,120 | 0 | 141,120 | ||
BAYANI FERNANDO | 28,532,330 | 1,620,900 | 0 | 30,153,230 | 19,972,631 | 1,296,720 | 0 | 21,269,351 | ||
LOREN LEGARDA | 60,755,188 | 19,171,737 | 0 | 79,926,925 | 42,528,632 | 15,337,390 | 0 | 57,866,022 | ||
MAR ROXAS | 51,670,818 | 5,401,943 | 0 | 57,072,761 | 36,169,573 | 4,321,554 | 0 | 40,491,127 | ||
Aquino-Roxas | 0 | 0 | 17,316 | 17,316 | 0 | 0 | 15,584 | 15,584 | ||
EDDIE VILLANUEVA / JUN YASAY | 1,109,651 | 0 | 0 | 0 | 776,755 | 0 | 0 | 776,755 | ||
TOTAL | 167,814,890 | 33,039,014 | 473,387 | 201,327,291 | 117,470,423 | 26,431,211 | 426,048 | 144,327,682 |
* Ad values were taken from Nielsen data, which were computed based on published rate cards for 2009, except for TV ad values for March 1-8, which were computed based on the published rate cards for 2010. To arrive at the indicative ad costs, the COMELEC-prescribed discounts were applied, i.e., 30% for TV, 20% for radio, and 10% for print.
Table 5. AD DURATION OF CANDIDATES FOR VICE PRESIDENT ON ABS-CBN 2 AND GMA 7
(FEBRUARY 9 TO MARCH 8, 2010)
CANDIDATES FOR VICE PRESIDENT | AD DURATION (MINUTES) | |
---|---|---|
ABS-CBN 2 | GMA-7 | |
JEJOMAR BINAY | 17.5 | 11 |
BAYANI FERNANDO | 15 | 18.5 |
LOREN LEGARDA | 48.5 | 29.8 |
MAR ROXAS | 24 | 33.5 |
EDDIE VILLANUEVA/JUN YASAY | 0 | 4 |