Pinoys and Political Ads

The key ingredient for a successful political campaign would probably fall on the impact of its advertisements. True victory might be measured through votes, but a memorable political ad can already be considered as tantamount.

The key ingredient for a successful political campaign would probably fall on the impact of its advertisements. True victory might be measured through votes, but a memorable political ad can already be considered as tantamount. PUBLiCUS Asia, Inc.’s research arm VOX Opinion Research recently released the results of 2nd Political Mindscape, a quantitative political survey conducted amongst Filipinos from different regions ages 17-45 years old to give a full-scale view on how Filipino voters choose their candidates. The discussion on the congruency of Filipino voters and political ads was a highlighted topic in the research since it is elemental in the perception of voters.


Number of Political Ads Seen

In a scale of 0-10 (0 – Have not seen any political ad; 5 – Have seen enough political ads; 10 – Have seen numerous political ads), the respondents were asked to rate the number of political ads they have seen during the 2013 Elections. It appears that 58% percent of the total respondents have seen enough political ads (4-6 clustered). Majority of the respondents who rated 4 were situated in South Luzon with 33%.


The effect of political ads on opinion

The survey says that 46% of the over-all respondents had a better opinion of the candidates after seeing their political ads, while 18% felt the opposite. 36%, however, felt no effect at all. 56% of the respondents situated in South Luzon had a better opinion on candidates after seeing their ads, followed by Mindanao at 55% (note that Mindanao’s rating is significantly higher than the over all-rating from Total Philippines). Although 36% of respondents who reside in Visayas had a positive opinion after seeing political ads, it is to be noted that a quarter (25%) of them felt that it had a negative effect on them. Among all regions, Visayas has the highest percentage of indicating a negative on opinion. 49% of North Luzon, on the other hand, felt like the political ads did not give any effect at all, followed by NCR at 45%.


Recall of Political Ads during Past Elections

It appears that political ads of Grace Poe and Chiz Escudero are deemed more memorable by the majority of the respondents regardless of region, area (rural vs urban), socioeconomic class, gender and age. Joseph Estrada received the lowest markings among all candidates. Poe received her highest mark in Visayas with 54%, while Escudero received his from South Luzon with 51%. Mar Roxas and Nancy Binay received the same percentage of 33% in Visayas.


Source of Political Ad Awareness for Political Personality

The survey shows that among the channels used in campaigns (e.g. radio, posters, newspapers), TV still serves as the most potent and popular medium of all. This is evident in the ratings received by Jojo Binay and Manny Villar wherein 100% percent of the respondents claimed that their source of political awareness of the two presidentiables were from television ads. Despite Binay and Villar’s success in reaching out to their audience through television, Joseph Estrada received the highest over-all rating in his magazines, newspaper, billboard, and radio ads which higher compared to the other candidates. Nancy Binay and Aquino, however, proved to have used posters effectively as their medium.


Overall Liking for Political Ad

Poe and Escudero might have memorable ads, but in terms of overall liking for a candidate, others have taken the spot. Joseph Ejercito-Estrada, Bong Revilla, Loren Legarda, Jejomar Binay, and Manny Villar got a 100% rating in most regions. Revilla, however, has proven to gain favor by getting 100% ratings from NCR to Visayas, urban areas, and Filipinos ages 25-34years old. Estrada got the lowest mark among all candidates under this category, receiving 39% in South Luzon.


Relevance of the content

Revilla has once again proven his charm by getting above average ratings from majority of the regions and the youth, followed by Estrada. Surprisingly, Escudero only received average ratings from all segments, getting a 67% in Class ABC. The younger Binay doesn’t seem to have delivered well with Class ABC 50% rating, not to mention her father who got 0% in NCR.


Negative/positive effect on opinion

Majority of the respondents claimed that they had positive feelings about the political candidates after seeing their ads. This point is strongly stressed with the candidates who have been receiving above average ratings like Estrada, Revilla, Legarda, Jejomar Binay, and Villar in the last two categories.

Asked whether or not their interest increased for the political personality after seeing the ad, Mar Roxas, Noynoy Aquino, and Nancy Binay received below average ratings (0-71%). Under this segment, Miriam Defensor-Santiago received higher ratings compared to previous ones while Alan Peter Cayetano remains to have average ratings.


Sharing of personal impressions

The respondents gave Roxas, Aquino, Cayetano, Revilla, Legarda, Villar, Nancy and Jejomar Binay lower markings when asked if they were to share their personal impressions about the candidates to other people.

The respondents claimed through the ratings they gave that they will definitely vote for Estrada and Defensor-Santiago when they run again for any political seat. Estrada received 84% while Defensor-Santiago received 85% (vs. Total Philippines). This highlights Poe and Escudero’s decline in ratings as the categories changed.


Social Media

Lastly, only 5% of the total respondents claimed that they follow politicians on Facebook and Twitter.. Asked why they “be-friend” or “follow” these politicians, 55% claims that it is all out of support for them.  

Polmindscape 2 of PUBLiCUS Asia, Inc. is a study aimed at understanding the psychographics of Filipino voters. The research is based on a survey of 1,500 Filipinos, aged 17-45, both from urban and rural areas, and across all socio-economic classes. It asked the sample of adults a host of question about political, social and economic issues, some undertaken as regular indicators monitored over time and others reflective of current concerns and also about specific personal information. The study was conducted on February 22 - March 4, 2015 and covered the four major areas: National Capital Region (NCR), Balance Luzon, Visayas and Mindanao; and 17 sub-areas/regions.


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