Candidates in the May 2025 Philippine elections aired television and radio ads worth over P10 billion before discounts from January to December 2024, based on newly released data that the Philippine Center for Investigative Journalism (PCIJ) obtained from Nielsen Ad Intel.
Only four senatorial candidates accounted for 60% of the total amount, raising concerns among electoral reform advocates about the advantage wealthy and well-connected candidates have in winning elections in the country.
Las Piñas Rep. Camille Villar, daughter of the country’s richest man according to Forbes, outspent all her rivals. She aired ads worth P2.1 billion before discounts.
Villar was followed by presidential sister re-electionist Sen. Imee Marcos with P1.9 billion worth of ads. Makati Mayor Abigail Binay also aired ads worth P1.29 billion while another re-electionist senator, Francis Tolentino, aired ads worth P1 billion.
“The important question to ask candidates is why they are spending such huge amounts of money,” said former Commission on Elections (Comelec) Commissioner Luie Tito Guia.
Guia’s concern was echoed by Angel “Lito” Averia Jr., national chair of the National Citizens’ Movement for Free Elections (Namfrel).
“What is the ROI (return of investment)? How will they recoup the cost? We don’t know. We know there’s a big controversy over the 2025 national budget,” Averia told PCIJ.
Experts have always described the senatorial race as “personality-based” or “celebrity-based” elections. In the “game of name recall,” Filipinos vote for the names they can remember when they troop to voting precincts on election day, they said.
Villar, Marcos, and Binay ranked in the bottom half of the “Magic 12” in pre-election senatorial surveys. They are members of the country’s most enduring political dynasties but they are now fighting to keep their place in the winning circle against media celebrities leading the polls despite little to zero spending on ads so far.
Former broadcaster and ACT-CIS party-list Rep. Erwin Tulfo and former Senate president and TV show host Vicente “Tito” Sotto III topped the latest Social Weather Stations and Pulse Asia surveys.
All this ad spending occurred before the kick-off of the campaign period for national candidates today, February 11.
Guia said it underscores the rising cost of elections in the country, which has limited opportunities for qualified candidates without access to resources.
“They are spending before the campaign period even begins. What is the total amount that candidates spend to get elected to office? We need to know that,” Guia said.
Three other senatorial candidates recorded airing ads worth at least P500 million each. Former Interior Secretary Benhur Abalos and reelectionist Senators Ramon “Bong” Revilla Jr. and Ronald “Bato” Dela Rosa accounted for another 17% of the amount.
The remaining 23% was distributed among nearly 200 candidates in Senate, party list and local elections.
“We saw the proliferation of tarpaulins after the filing of COCs. It’s tarp pollution. We just came from the BARMM (Bangsamoro Autonomous Region in Muslim Mindanao). We saw the tarps of Sen. Imee Marcos on our way from Cotabato to Marawi,” said Averia.
The amounts were based on the total ad spots multiplied by the published cost of the individual spots, which varied depending on the timeslot.
Discounts were likely given to the candidates’ teams but PCIJ does not have access to the contracts. Candidates are also not obligated to disclose spending before the campaign period.
“It’s not the exact amount but it is indicative of the level of expenses…. Qualitatively, it shows the influence of money in politics,” said Guia.
Averia said candidates should observe “ethical” campaigning. Heavy ad spending is “not illegal, but is it moral?” he said.
Daily average of 171 TV ads
TV accounted for most of the ad spending — P9.3 billion before discounts. AllTV, GMA Channel 7, Kapamilya Channel and A2Z aired more than half of the total TV spots.
The ad spending of candidates on TV accelerated after the filing of certificates of candidacy (COCs) in October last year. The last three months of the year accounted for over P6 billion before discounts or 60% of total spending in the entire year.
In the month of December alone, when Filipinos were expected to stay at home for the holiday break, a daily average of 171 television ads aired, based on PCIJ’s analysis of the data.
A total of 5,327 TV ads aired that month, amounting to over P3.37 billion before discounts.
Radio accounted for almost P1 billion of the total amount before discounts. Villar and Marcos also topped spending on the platform, followed by Ilocos Sur politician Luis “Chavit” Singson, who has since withdrawn from the race.
Meanwhile, outdoor ads accounted for P200 million of spending while print ads accounted for P40 million of spending. The top spender in billboard ads, Agri Party List Rep. Wilbert Lee, has also withdrawn from the race.
The data from Nielsen Ad intel does not include spending on social media, which analysts said has also been significant already.
It also does not include the cost of producing these ads or other costs of preparations, including maintaining headquarters, allowances, and transportation of staff.
Survey topnotcher Tulfo airs ads, too
Almost all senatorial race survey leaders have aired ads after the filing of COCs, including topnotcher Erwin Tulfo, who seeks to join his brother, Sen. Raffy Tulfo, in the upper legislative chamber.
Erwin Tulfo was a popular broadcaster and social media celebrity before he was elected representative of ACT-CIS party-list group in the House of Representatives.
He aired ads worth P291 million in December to promote his party-list group, Anti-Crime and Terrorism Community Involvement and Support Partylist or ACT-CIS. The group that secured three seats in the previous elections fielded Sen. Raffy’s wife Jocelyn as its second nominee.
A third possible Tulfo in the Senate, Ben Tulfo, also aired TV ads worth P4.5 million in December. If he also wins in May, there will be three Tulfos in the Senate.
Re-electionist Sen. Ronald Bato Dela Rosa also ramped up advertising in November and December last year. He aired ads worth P500 million in the two months.
His spending surpassed early ad spender reelectionist Sen. Christopher Lawrence “Bong” Go, his fellow re-electionist allied with former President Rodrigo Duterte, a former ally turned adversary of the Marcos administration.
Dela Rosa and Go are two of four candidates in the “Magic 12” winning circle who does not belong to the Marcos’ senatorial ticket. The other two are broadcaster Ben Tulfo and TV host Willie Revillame.
The winners in the Senate race in May are likely to sit as judges when the legislative chamber convenes as an impeachment court against impeached Vice President Sara Duterte, the former president’s daughter.
Senate President Francis Escudeo said the trial may start after the President’s State of the Nation Address in July.
Revillame is one of two leading senatorial candidates who have not recorded spending on TV, radio, billboard, and print ads as of December 2024.
The other one is returning senator Panfilo “Ping” Lacson although the former national police chief has appeared in a TV ad of the administration ticket that aired in January, which is not covered by the latest data released by Nilsen.
Sotto only recorded spending P88,788 for print ads in January and May 2024.
Party-list groups, too
ACT-CIS outspent all its rivals in the party list race. The group’s ads with Erwin Tulfo were worth more than P291 million before discounts.
It was followed by Bangon Bagong Minero (BBM), which aired ads worth almost P100 million.
Three other groups aired ads worth P40 million to P50 million. These are 1-Pacman Party List, Ahon Mahirap Party List, and Vendors Party List.
Tupad aired ads worth almost P30 million while Talino at Galing Pinoy aired ads worth almost P20 million. Nanay, and Apat Dapat aired ads worth at least P10 million.
ACT CIS is one of two party list groups led by the Tulfos, among the country’s newest political dynasties.
The other Tulfo-led party list group, Turismo Isulong Mo Party List group, has aired ads worth P2.6 million. It is led by former Tourism Secretary Wanda Teo, the sister of Raffy and Erwin Tulfo. Wanda’s son Robert Wren Tulfo-Teo is also running as a nominee of the party list group.
Quezon City Rep. Ralph Tulfo Jr., son of Senator Raffy and Representative Jocelyn, will also seek reelection. If they all win, there will be three Tulfos in the Senate and four Tulfos in the House.
Finally, ad limits
It’s “ironic” and “laughable” that the excessive spending of senatorial and party-list nominees will now have to stop as the Philippines entered on February 11 the official campaign period for the two positions, Guia told PCIJ.
“Saan ka ba naman nakakita ng legal framework ng elections na pinapayagan niyang mag-campaign ng walang limitation ang mga kandito outside of the campaign period. Ngayon, covered na sila ng rules, at therefore, limited na ang kanilang pangangampanya during the campaign period. Ibang klase,” he said.
(Where else have you seen an election legal framework that allows candidates to campaign without limitations outside the official campaign period? Now, they are covered by the rules, and therefore, their campaigning is limited during the campaign period. Unbelievable.)
The country’s Omnibus Election Code allows senatorial and party list groups to spend P3 per registered voter. With over 68 million voters, this amounts to P205 million.
Independent candidates or those without parties may spend P5 per voter. Political parties may also spend P5 per voter or P343 million.
Candidates are also limited to 120 minutes of ads per TV station. This 120-minute limit was previously imposed on all TV stations.
On social media, the Comelec said it will require candidates to report online endorsements by celebrities.
After the elections, candidates will file a statement of contributions and expenditures or SOCE covering donations and expenses during the campaign period. All previous spending will not be reported, however.
Guia and Averia called for practical and appropriate laws. “One thing we should push for election reform is to define who becomes a candidate. Para hindi naabuso. The person aspiring for an elective post should be a candidate on the day he filed his COC,” Averia said.
Guia said spending limits have been in place because of the inherent inequality in political opportunities in the Philippines. “But if limits cannot be imposed, it should be mandatory for all aspirants to declare their spending,” he said – PCIJ.org