43 minutes of TV ads in 2-hour ABS-CBN VP debate

Michael Bueza
43 minutes of TV ads in 2-hour ABS-CBN VP debate
This is 32% of the 133-minute broadcast, a bigger share compared to the vice presidential debate aired by CNN Philippines

MANILA, Philippines – Of the 2-hour vice presidential debate hosted by ABS-CBN on Sunday, April 17, a total of 43 minutes went to television ads.

Rappler counted a total of 127 ad placements over 5 commercial breaks. But 15 of these spots were by ABS-CBN, mainly to promote their TV shows and movies. One of ABS-CBN’s ads showed a set of reminders about election day, May 9.

Combined, the ads took 32% of the 133-minute ABS-CBN debate broadcast, which ran from 5:30 pm to 7:43 pm.

This was a bigger share for TV ads compared to the PiliPinas 2016 vice presidential debate hosted by CNN Philippines at the University of Santo Tomas in Manila on April 10, when only 21% or 42 minutes of the more than 3-hour broadcast went to commercials.

This was also close to – but still less than – the 35.6% share (or 48 minutes) during the first presidential debate in Cagayan de Oro City aired by GMA-7, as tracked by MindaNews on February 21.

In the second presidential debate in Cebu City aired by TV5 on March 20, a combined 41 minutes and 37 seconds were TV ads, or 26% of the entire broadcast.

Take note, however, that ABS-CBN’s VP debate was not part of the PiliPinas 2016 Debates organized by the Commission on Elections (Comelec) in the lead-up to the 2016 polls.

Same number, more bets 

The number of political ads that played during ABS-CBN’s VP debate was the same as in the CNN VP debate.

Rappler listed 24 commercial ads paid for by national candidates, airing for a total of 8 minutes and 30 seconds.

Of the 4 vice presidential candidates present in Sunday’s debate, only Senator Antonio Trillanes IV did not have an ad during the commercial gaps.

Camarines Sur 3rd District Representative Leni Robredo was featured in 3 30-second ads. In two of these spots, President Benigno Aquino III endorsed Robredo and Liberal Party presidential candidate Manuel “Mar” Roxas II.

Three 15-second ads were paid for by VP bet Senator Alan Peter Cayetano. In all 3, he was endorsed by his standard-bearer, Davao City Mayor Rodrigo Duterte. 

Senator Francis “Chiz” Escudero had one 15-second ad.

Meanwhile, a separate 30-second ad featured presidential candidate Senator Grace Poe, Escudero’s standard-bearer.

The other 16 were political ads by 12 senatorial bets, 4 more than in the CNN VP debate:

  • Leila de Lima – one 30-second and one 15-second ad 
  • Ralph Recto – two 15-second ads
  • Martin Romualdez – two 15-second ads
  • Joel Villanueva – two 15-second ads
  • Sherwin Gatchalian – one 30-second ad 
  • Richard Gordon – one 30-second ad 
  • Sergio Osmeña III – one 30-second ad
  • Jericho Petilla – one 30-second ad
  • Roman Romulo – one 30-second ad
  • Teofisto Guingona III – one 15-second ad
  • Francis Pangilinan – one 15-second ad
  • Francis Tolentino – one 15-second ad

Next Sunday, April 24, ABS-CBN and Manila Bulletin will host the 3rd and final leg of the Comelec-organized presidential debates in Dagupan City, Pangasinan. Rappler.com

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Michael Bueza

Michael is a data curator under Rappler's Tech Team. He works on data about elections, governance, and the budget. He also follows the Philippine pro wrestling scene and the WWE. Michael is also part of the Laffler Talk podcast trio.