Political Ads of Candidates for Vice President

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) COMPARATIVE TOTAL AD VALUES OF CANDIDATES FOR PRESIDENT  AND VICE PRESIDENT

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 PRINT 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