The Philippine 2025 midterm elections are predicted to be the most expensive in history, potentially rivaling the 2022 presidential elections. Estimated at P258 billion, with 70% on television ads, factors like rising ad rates, substantial pre-election spending, and a competitive Senate race contribute to this prediction. Jay Bautista of Kantar Media shares that election adspend has consistently increased over the years, driven by advancements in media and technology. While estimates indicate heavy spending, actual costs may be influenced by negotiated ad rates and discounts provided to campaigners.
In 2022, election commercials aired on television during the official campaign period had a total published rate card value of P181 billion.
Bautista estimates that TV accounted for 70% of all political advertising expenditures, or adspend, in 2022.
With no candidates for president or vice president, the 2025 midterms may still come close to the total adspend of the 2022 elections.
Election adspend has exploded over the years, shaped by technological innovations and increasing competition among candidates.
#philippines-elections #midterm-elections-2025 #political-advertising #kantar-media #election-spending-trends
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