Data reveals that Philippine election candidates have already spent over P10 billion on television and radio advertisements before the official campaign period begins. The spending raises concerns about the influence of money in politics and the advantage it gives to wealthy candidates. The analysis also highlights the increasing cost of elections in the Philippines.
The Philippine Center for Investigative Journalism (PCIJ) recently released data obtained from Nielsen Ad Intel, revealing that candidates in the May 2025 Philippine elections spent over P10 billion on television and radio advertisements between January and December 2024, before discounts. This massive spending raises concerns among electoral reform advocates about the advantage wealthy and well-connected candidates have in Philippine elections.
Four senatorial candidates alone accounted for 60% of the total amount. Las Piñas Representative Camille Villar, daughter of the Philippines' richest man according to Forbes, outspent all her rivals with P2.1 billion worth of ads before discounts. She was followed by presidential sister and reelectionist Senator Imee Marcos with P1.9 billion, Makati Mayor Abigail Binay with P1.29 billion, and reelectionist Senator Francis Tolentino with P1 billion.Former Comelec Commissioner Luie Tito Guia expressed concern about the substantial amount of money being spent by candidates, questioning the motive behind such high expenditures. Angel “Lito” Averia Jr., national chair of the National Citizens’ Movement for Free Elections (Namfrel), echoed this concern, pointing out the lack of transparency regarding the return on investment for these massive ad campaigns. He also alluded to the controversial 2025 national budget, raising further questions about the source of funding for these campaigns. The data also reveals that most of the ad spending occurred after the filing of certificates of candidacy (COCs) in October 2024. The last three months of the year accounted for over P6 billion, or 60% of the total spending for the entire year. December alone saw an average of 171 television ads aired daily, even though Filipinos were expected to be home for the holiday break.The PCIJ data highlights the increasing cost of elections in the Philippines, which poses a significant challenge for qualified candidates who lack access to substantial resources. Guia emphasized the need for transparency and called for a clear understanding of the total amount candidates spend to secure elected office. Averia urged candidates to adopt ethical campaigning practices, questioning the morality of such heavy ad spending, even if it remains legal. TV accounted for the majority of the ad spending at P9.3 billion before discounts, with AllTV, GMA Channel 7, Kapamilya Channel, and A2Z airing more than half of the total TV spots. Radio accounted for almost P1 billion of the total amount before discounts
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