2022 aspirants run ads worth P3.7-B before filing candidacies

Aspirants in the 2022 Philippine elections ran tens of thousands of television, radio, print, and billboard advertisements worth P3.67 billion from January to September 2021 –– before filing their certificates of candidacies –– demonstrating how expensive it is to run for public office in the Philippines.

TV took the bulk of Cayetano’s spending as he plotted a presidential campaign. He ran a total of 584 TV ad spots worth P595.5 million in various networks, the bulk of which were aired in September . He also aired radio ads worth P14.8 million from January to September. The lawmaker, the son of businessman William Gatchalian who ranked 10th in the 2016 elections for senator, started airing TV ads only in September, or a month before the filing of COCs. He aired a total of 177 TV spots worth P134 million.

Facebook is transparent with its advertising data through the Ads Library, a tool that records spending on social issues, elections or politics. It showed total spending of P129 million on the platform from August 2020 to November 2021, although the list was not exclusive to politicians. He doubled down on his spending in September, running 428 TV spots worth P354.7 million and making him the top TV ad spender that month. He ran an average of 14 ad spots a day, accounting for 25% of all candidates’ total ad spend on TV during that period.

Villar’s mother, Sen. Cynthia Villar, also ran print ads worth P8.1 million while his sister Camille, who represents Las Piñas in the House of Representatives, spent P559,535 on ads. Philippine laws limiting candidates’ ad spending will not apply until the 90-day campaign period begins in February 2022. Under Republic Act 9369, the 2007 election automation law, those who filed their COCs will only become candidates during that period and thus “unlawful acts or omissions applicable to a candidate shall effect only upon the start of the… campaign period.”

Sen. Emmanuel “Manny” Pacquiao and Sen. Christopher Lawrence “Bong” Go had limited ad spending on traditional media during the nine-month period.

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