Election fuels media boom
<p>The Philippines is looking at a sharp spike in media billings in
</p><p>the first five months of this year, fuelled by national and local
</p><p>elections in May.
</p><p><BR><BR>
</p><p>"The entire economy is buoyed every time we have an election; it creates
</p><p>an artificial boom," observed Campaigns & Grey group chairman Yolanda
</p><p>Villanueva-Ong. "The difference this time is that some of the money will
</p><p>flow into media."
</p><p><BR><BR>
</p><p>On February 7, politicians finally legalised the Fair Election Act to
</p><p>lift a 15-year ban on political advertising in time for the
</p><p>election.
</p><p><BR><BR>
</p><p>Conservatively, this is expected to result in a three billion peso
</p><p>(USdollars 60 million) windfall just from candidates campaigning for 12
</p><p>senate seats that are up for grabs.
</p><p><BR><BR>
</p><p>One media director reached this calculation based on senate candidates -
</p><p>24 have since emerged - spending between 30 to 40 per cent of their
</p><p>budget, higher than the 10 per cent ceiling allowed for election
</p><p>advertising.
</p><p><BR><BR>
</p><p>On paper, senate candidates are allowed a maximum budget of 90 million
</p><p>pesos, but conventional wisdom is betting unofficial spending levels
</p><p>will balloon to as much as 600 million pesos per candidate because of
</p><p>the large numbers vying for office.
</p><p><BR><BR>
</p><p>If the 10 per cent ceiling is followed, each candidate should be
</p><p>spending just 18 million pesos each on advertising.
</p><p><BR><BR>
</p><p>"I assure you, a senate candidate will not get elected for only 90
</p><p>million pesos," said Ramon Osorio, president of Campaigns Advocacy and
</p><p>PR, an affiliate of Campaigns & Grey.
</p><p><BR><BR>
</p><p>The rate for a 30-second exposure on prime-time television will cost
</p><p>120,000 pesos, falling to between 70,000 and 80,000 pesos for regular
</p><p>programming, while a full-page black and white print ad sells for
</p><p>118,000 pesos and 10 per cent more for colour.
</p><p><BR><BR>
</p><p>"What will happen is that friends and relatives will advertise on behalf
</p><p>of the candidate. This is not counted as part of the official campaign
</p><p>budget," said the media chief.
</p><p><BR><BR>
</p><p>Seen as the most efficient vehicle in reaching voters across the
</p><p>archipelago, radio is tipped to gobble up the lion's share of ad
</p><p>dollars.
</p><p><BR><BR>
</p><p>Ultimately, this will benefit broadcasters since many also own radio
</p><p>stations.
</p><p><BR><BR>
</p><p>- Additional reporting by Lee Chipongian, Manila
</p><p><BR><BR>
</p><p>(See also Page 10).
</p><p><BR><BR>
</p>
by
|
02/16/2001
The Philippines is looking at a sharp spike in media billings in
the first five months of this year, fuelled by national and local
elections in May.
"The entire economy is buoyed every time we have an election; it creates
an artificial boom," observed Campaigns & Grey group chairman Yolanda
Villanueva-Ong. "The difference this time is that some of the money will
flow into media."
On February 7, politicians finally legalised the Fair Election Act to
lift a 15-year ban on political advertising in time for the
election.
Conservatively, this is expected to result in a three billion peso
(USdollars 60 million) windfall just from candidates campaigning for 12
senate seats that are up for grabs.
One media director reached this calculation based on senate candidates -
24 have since emerged - spending between 30 to 40 per cent of their
budget, higher than the 10 per cent ceiling allowed for election
advertising.
On paper, senate candidates are allowed a maximum budget of 90 million
pesos, but conventional wisdom is betting unofficial spending levels
will balloon to as much as 600 million pesos per candidate because of
the large numbers vying for office.
If the 10 per cent ceiling is followed, each candidate should be
spending just 18 million pesos each on advertising.
"I assure you, a senate candidate will not get elected for only 90
million pesos," said Ramon Osorio, president of Campaigns Advocacy and
PR, an affiliate of Campaigns & Grey.
The rate for a 30-second exposure on prime-time television will cost
120,000 pesos, falling to between 70,000 and 80,000 pesos for regular
programming, while a full-page black and white print ad sells for
118,000 pesos and 10 per cent more for colour.
"What will happen is that friends and relatives will advertise on behalf
of the candidate. This is not counted as part of the official campaign
budget," said the media chief.
Seen as the most efficient vehicle in reaching voters across the
archipelago, radio is tipped to gobble up the lion's share of ad
dollars.
Ultimately, this will benefit broadcasters since many also own radio
stations.
- Additional reporting by Lee Chipongian, Manila
(See also Page 10).
