Philippine Daily Inquirer/Opinion/by Ma. Ceres P. Doyo
EVEN BEFORE THE OFFICIAL CAMPAIGN PERIOD began on Feb. 9, six of the 10 presidential candidates have already spent some P1 billion on political ads. But the real advertising value of all those ads could actually amount to about P2.1 billion.
The Philippine Center for Investigative Journalism (PCIJ) released Wednesday its latest report, “War on the air waves: 6 top bets spend P1-B on pol ads,” by senior researcher-writer Che de los Reyes. This is part of PCIJ’s series of reports for the project “Pera at Politika (PAP) 2010.”
PCIJ’s two-part report reveals that in the last three months before the election campaign period began, 6 of the 10 candidates for president had already “racked up advertising values on television, radio and print media worth a whopping P2.1 billion.”
But minus the discounts and commissions that, according to media networks executives and PRs, reach about 50 percent, the real spending of the six candidates would be about P991 million from Nov. 1, 2009 to Jan. 30, 2010. Or close to P1 billion. These so-called “negotiated rates” are still a staggering amount. The spending on political ads after Feb. 9 is another story.