Wazzup Pilipinas!?
Although the official campaign period for the 2025 elections has not yet started, a startling revelation has surfaced regarding the spending of some candidates. According to a report by the Philippine Center for Investigative Journalism (PCIJ), two senatorial candidates have already spent over P1 billion on advertisement spots on television and radio, a move that has sparked discussions about how these expenditures may reinforce political dynasties and the influence of media in the upcoming elections.
Millions Already Allocated for Political Ads
Based on data obtained by PCIJ from Nielsen Ad Intel, it is estimated that reelectionist Senator Imee Marcos and Las Piñas Representative Camille Villar have already spent over a billion pesos on their political ads, even before they filed their candidacies.
This was highlighted in a report which noted that this expenditure accounts for half of the total P4.1 billion spent by all candidates on political ads from January to September, before the filing of their Certificate of Candidacy (COC).
According to PCIJ, this estimate is based on the rate cards released by media companies, but it does not include the costs of producing these advertisements. This means the total expenditure for candidates could be much higher, especially as they seek to extend their reach and exposure to the public.
The Impact of Massive Spending on Campaigns
It is important to highlight the significance of such spending because it impacts the upcoming elections in a big way. One of the main issues that has emerged from this spending is the unequal access candidates have to funds and media, which may give an unfair advantage to wealthier politicians.
Looking at the overall spending, questions have arisen about how smaller candidates, who do not have large budgets for advertisements, will be able to compete with the likes of Marcos and Villar. The presence of big names and substantial media budgets can potentially exert a great deal of influence on voters, which could result in inequality when it comes to addressing the real needs and platforms of candidates.
The Influence of Political Ads in the 2025 Elections
Political ad spending is not just about media and exposure. Candidates with large campaign budgets invest in ad campaigns to gain support for their candidacies. However, critics continue to ask how much media plays a role in campaigns and how this affects the quality of political discourse in the country.
As the costs of political ads have risen in recent years, the risk emerges that media exposure may become a dominant factor in campaigns, rather than focusing on the real issues and solutions proposed by candidates for the welfare of the people. According to some experts, the increasing expenditure on political advertisements highlights the growing gap between those who can afford to spend and those who cannot, reinforcing the cycle of political dynasties in the country.
Looking Ahead to the 2025 Election Campaign
Despite the high spending, it is still uncertain what the impact of this will be on the 2025 elections. Experts suggest that while large expenditures provide public visibility, they do not necessarily guarantee electoral success. Issues of transparency, credibility, and genuine concern for the people will remain important factors in voter decision-making.
Therefore, the issue of spending on political ads is one that not only draws attention to individual candidates but also to the system and practices in our elections. While politicians fight for their share of media attention and voter support, it also presents an opportunity for the public to ask: where is our politics headed?
For the citizens, it is crucial to ensure that the upcoming elections are not solely based on spending but on the true intentions and services that candidates offer for the benefit of the nation.
Ross is known as the Pambansang Blogger ng Pilipinas - An Information and Communication Technology (ICT) Professional by profession and a Social Media Evangelist by heart.
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