MANILA, Philippines ? How do you face up to P2.5 billion worth of ads?
The deluge of political ads from Sen. Manuel Villar?s camp fueled his surge in the polls and led him to tie with Sen. Benign ?Noynoy? Aquino III in the most recent Pulse Asia survey, Aquino?s spokesperson said on Wednesday.
Lawyer Edwin Lacierda said the Aquino camp estimates that Villar has come out with up to 20 political ads and that it has spent around P2.5 billion for them.
?He is bulldozing us with ads. He is not leveling the playing field. Senator Villar is omnipresent in TV and radio,? Lacierda said in an interview. ?This (Villar surge) is a function of advertising. We will have to come out with more ads and also increase their frequency. ?
A Nielsen Media Research study showed that Villar spent P543 million in ads from October to December in 2009.
This was a 553-percent increase in his ad spending when compared to 2008 and made Villar the only individual to make it to the top 20 ad spenders in the country. He was No. 14 on the list.
Aquino campaign manager Florencio ?Butch? Abad said he saw another Nielsen report showing that Villar spent P70 million from January 22 to 24 while the Aquino camp spent only P8 million.
?Villar has been able to flood TV and radio with his advertising. He?s outspending us 10 to 1, drowning the airwaves with his ads,? Abad said.
Lacierda said that Villar?s numerous ads might have been able to drown out the message that the Aquino camp was trying to get through to the public.
?We will have to increase the frequency of our ads so that we could get across our message that Senator Aquino has integrity and the competence to govern,? he said.
?Of course, our campaign will also go on high gear once the campaign starts. There will be more sorties for the senators and we will touch base with the grassroots,? he added.
While admitting that Aquino does not have as big a campaign war chest as Villar?s, Lacierda said that the Aquino camp will try to match Villar?s advertising output.
?Senator Noynoy has no personal wealth equal to Senator Villar?s but we will try to match it. We will also focus on strategic ads,? he said.
Abad said that the Aquino camp expects more financial donors to give to the campaign especially after Holy Week.
?Even from the start, Senator Aquino has said that he does not have enough money and the economy is not that good. We have our `piso-piso for Noynoy? but that is not the kind of funding that turns out ads,? Abad said.
?But traditionally, supporters flex their muscles and show their support after Holy Week so they are still coming,? he said.
Abad said that the surveys have yet to take into account the impact of the growing volunteer movement for Aquino.
?We have two to three volunteer organizations in every province and I think that the C-5 controversy has not sunk in the consciousness of the public,? Abad said.
