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PaP Data Cover Letter
PaP Data Cover Letter
PaP Data Cover Letter
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9 March 2010
Dear Mr. Carandang:
Please find attached herewith the media campaign spending data of the presidential candidates, as per
Nielsen report. There are two sets of data: the first covers the period of 100 days prior to the official start of
the campaign period; the second covers the period of 9 February to 8 March 2010.
May we just invite your attention to the following relevant information:
The data from Nielsen is computed, based on the published rate card of the broadcast networks and the print
media outlets. The Fair Election Act, however, mandates the media outlets to give the candidates a discount of
30%, 20%, and 10% for TV, Radio, and print, respectively. Thus, we have applied the mandated discounts to
the figures reported by Nielsen, which are based on published rates. Based on the foregoing, the discounted
total media spending of the candidates for the period of 9 February to 8 March 2010 would be as follows:
Villar 98,134,336.30
Aquino 77,955,959.90
Estrada 69,742,769.60
Gordon 48,647,420.50
Teodoro 31,500.00
Villanueva 0.00
Ranged against the campaign spending limit per presidential candidate of P500M (P10 per registered voter x
50 million registered voters), the candidates' campaign spending on media can be expressed as percentages
of the total campaign spending limit, thusly:
Villar 21%
Aquino 16%
Estrada 15%
Gordon 10%
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Teodoro .05%
Villanueva .001%
Ranged against the time limit of 120 minutes per television network per candidate, the candidates'
consumption of minutes in ABS-‐CBN 2 and GMA 7, expressed as percentages of the aforesaid limit, are as
follows:
ABS-‐CBN 2 GMA 7
Villar 66.25% 66.25%
Aquino 63.33% 55%
Estrada 64.58% 54.16%
Gordon 43.33% 35.83%
Teodoro 0% 1.25%
Villanueva 0% 0%
In regard to the 100 day period prior to the start of the official campaign period (i.e., 1 November 2009 to 8
February 2010), we wish to call your attention to the fact that the combined spending of Aquino, Estrada,
Gordon, Teodoro, and Villanueva based on rate card (as there is no discount rates required under the law to
be given by the networks to the candidates during this period) exceeded that of Villar's by only 6%. That is:
Combined spending of Aquino, Estrada, Gordon, Teodoro and Villanueva 1.273B
Villar spending 1.197B
We hope that you will find the foregoing information useful.
Best,
Atty. Roberto Eugenio T. Cadiz
Executive Director, Libertás
Coordinator, Pera at Pulitika Consortium