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>