When voters shift preference, candidates’ ads not far behind

MANILA, Philippines – While the focus of election campaign coverage has mostly been on the quantity and cost of political advertisements, one aspect that deserves an equally important analysis is the theme of the ads.

The choice of ad themes has been strategic. The political ads of Sen. Manuel Villar Jr., the biggest campaign spender in the past months, best exemplify this.

 

When Sen. Villar was still the clear leader in the mid-2009 presidential surveys, his ads trumpeted that he has a track record of public service, is pro-poor, and takes the issues besetting the overseas Filipino workers at heart.

The advertising strategy paid off. In Pulse Asia’s survey for the period July to August 2009, Sen. Villar enjoyed 25 points, way ahead of second placer, former President Joseph Estrada, who was behind with 19 points.

Interestingly, most of the voters surveyed during that same period said their 3 main criteria in selecting their candidates were:

• track record, 25.3% (voter preference)
• perception of being “pro-poor,” 20.3%
• compassion to help overseas Filipino workers, 11.8%

Two months later, or when Sen. Benigno Aquino III belatedly joined the presidential race, the percentage of voters looking for these qualities dropped:

• track record, 14%
• perception of being “pro-poor,” 12.2%

Voters drastically shifted what they were looking for in a presidential bet. The voters said they want a candidate who is “clean” or “not corrupt.”

In the survey period July to August 2009, this trait accounted for only 6.3% of voters preference. By October 2009, this zoomed to 21.2%. It has remained on top of the preference list ever since, reaching 26% in the March 2010 survey period.

• ABS-CBN News