WITH 10 days remaining before the elections, leading presidential candidate Rodrigo Duterte, who claims to be a “poor man,” turned out to be one of the biggest spenders on political ads, shelling out P408.67 million next to closest rival Senator Grace Poe with P429.74 million, the documents of a survey outfit showed.
The documents by Nielsen Media Survey obtained by The Standard showed all five presidential candidates had so far spent P1.61 billion in less than three months, or from Feb. 9 to April 27.
Nielsen based its survey on cost “in absolute figures” for national buys.
Contrary to the reports that opposition United Nationalist Alliance standard bearer Jejomar Binay had already maximized his 120-minute limit, Nielsen survey showed it was Poe that was near to breaching the 120-minute limit allocation for TV ads per network outfit at 106 minutes each placed on GMA 7 and ABS-CBN.
Binay was well below the limit as he had only used 78.8 minutes on GMA 7, 68 minutes on ABS-CBN and 71.8 minutes on TV 5.
Duterte had the widest reach, using up a total of 517.2 minutes in nine TV stations amounting to P408.67 million or 25 percent in total share of investment or SOI.
Besides ABS-CBN and GMA 7, Duterte also placed ads on TV 5 and cable TV stations 2nd Avenue (RJTV), Basketball TV, ETC (SBN), Jack TV, Solar Sports and ABS-CBN Sports + Action.
Duterte was followed by Poe with 248.3 minutes in four TV stations amounting to P429.74 million, with an SOI at 27 percent. She also placed ads on TV 5 and ANC.
Binay has so far spent a total of P375.61 million with 361.5 minutes placed on 11 stations at 23 percent SOI.
Binay was followed closely by the ruling Liberal Party standard bearer Manuel Roxas II with a total political spending of P358.39 million, and in only four TV stations representing 22 percent in SOI at 163.8 minutes.
People’s Reform Party presidential candidate Miriam Defensor Santiago had the least amount of TV ads placement at only P40 million for 20.5 minutes in ABS-CBN and GMA 7 representing three percent in SOI.
Duterte did not come out with TV ads in February but placed P104.83 million worth of ads in three stations in March and tripled the amount in April to P303.83 million to include six more stations, or a total of nine stations in April, which made him the “biggest political ads spender” this month.
It was during this month that Duterte was made the subject of the most controversial issues that hounded him, such as being tagged by Binay as “Berdugong mamamatay tao ng mahihirap” and the rape joke that raised a howl from foreign governments and women’s groups.
Poe was the biggest spender at the opening salvo of the campaign in February at P100.46 million, when she was made defensive by the Commission on Elections questioning her citizenship and residency requirement to run for president, which she hurdled in March when the Supreme Court ruled she was qualified to join the presidential race.
Poe increased her ad placements in March to P158.18 million and in April to P171.09 million.
Roxas was second to Poe in ad placements in February at P57.82 million, increased the amount to P94.32 million in March and doubled the amount to P206.13 million in April, which made him the second biggest spender after Duterte.
Binay started with P57.82 million in five TV stations in February, placed P224.85 million in six stations in March and added two more stations but reduced his ad placements in April at only P106.86 million.
Santiago spent P14.93 million in February, P24.66 million in March and P1.42 million in April.