MANILA, Philippines – Vice President Maria Leonor “Leni” Robredo topped ad spending on Facebook among all candidates, although the popular social media platform have accounted for small percentages of election aspirants’ spending to date.
“We have to maximize our online presence. The fact of the matter is we really have a lot of ground to make up for,” lawyer Barry Gutierrez, Robredo’s spokesperson, told the Philippine Center for Investigative Journalism in a phone interview. While early ads have been criticized as premature campaigning, the Robredo campaign felt compelled to join the fray. “If everyone is doing it,,” Gutierrez said, pointing out that other candidates had started spending as early as a year before the elections. Bongbong Marcos campaign, they’ve really invested heavily in social media,” he said. In comparison, Marcos, the survey leader, has not recorded any ad spending on Facebook so far.
However, the Ad Library does not detail how much candidates spent to produce the ads and payments to social media experts who managed their accounts. It also does not cover payments to “influencers” tapped to endorse candidates on Facebook. Ong said regulation and monitoring by the Commission on Elections should focus beyond political ads.
The bulk of Robredo’s ads on the social media platform went live after she filed her candidacy, between October 1 and November 30, 2021. These ads amounted to P6.24 million, or triple the total spending of the two pages as of Sept. 30, 2021. This sum included ads placed by the “Team Leni Robredo” page.
Many of these pages “geo-targeted” followers. The pages included “Batangueño Para kay Leni Robredo,” “Leni, Tingog sang Ilonggo” , “SOLID LENI BICOL,” and “Akeanon, Kay Leni Eang Maboto.” Instead, 64 other support pages boosted ads for Robredo from October to December 2021 – the most number of support pages for any 2022 bet so far, the PCIJ found.
Lacson increased ad spending on Facebook in August or two months before he filed his COC. He had announced his presidential bid while Robredo, who would get the endorsement of 1Sambayan opposition group, was still hoping to lead “unity talks” that would choose a common opposition candidate.
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