Before the campaign period, TV and radio ads of 2025 candidates exceed P10B before discounts. Only 4 senatorial candidates accounted for 60% of the total amount.
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00:00Before the campaign period, TV and radio ads of 2025 candidates exceed 10 billion pesos
00:08before discounts.
00:10Only four senatorial candidates accounted for 60% of the total amount.
00:15Daughter of the country's richest man, Las Piñas' Rep. Camille Villar, outspent all
00:20her rivals, airing ads worth 2.1 billion pesos before discounts.
00:25Villar was followed by presidential sister, re-election senator Ayme Marcos, with 1.9
00:31billion pesos worth of ads.
00:33Makati Mayor Abigail Binay also aired ads worth 1.29 billion pesos.
00:39Re-election senator Francis Tolentino aired ads worth 1 billion pesos.
00:44TV accounts for most of the ad spending, 9.3 billion pesos before discounts.
00:50In the month of December alone, TV ad spending amounted to over 3.37 billion pesos before
00:55discounts.
00:57Radio accounts for almost 1 billion pesos of the total amount before discounts.
01:02Philippine Center for Investigative Journalism, or PCIJ, obtained the data from Nielsen Ad
01:07Intel.
01:08Chair of the National Citizens Movement for Free Elections, or NAMFRA, Lito Averia, Jr.
01:13asks,
01:14What is the ROI, or return of investment?
01:16Averia notes heavy ad spending is not illegal, but is it moral?