pcij. pap launch. 17 feb 2010.fin333

8/14/2019 PCIJ. PAP Launch. 17 Feb 2010.Fin333

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MGA KAGILA-GILALAS NAKWENTONG PERA AT PULITIKA

A presentation byMalou Mangahas, Che de los Reyes, Karol Anne Ilagan


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Story 1:Top bets grow wealth The mysteries of money and politics: They keep running, their wealth keeps rising:

* Benigno Simeon Cojuangco Aquino III

* Jose Marcelo Ejercito (Joseph Estrada)* Richard Juico Gordon* Gilberto Cojuangco Teodoro Jr.* Manuel Bamba Villar Jr.

PCIJ Database: Statements of assets, liabilities and net worth (SALNs); personal data sheets; Statements of Electoral Contributions and Expenditures; records of the Securities and Exchange Commission; candidatesreports on performance in public office; Commission on Audit reports; other data files


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Why, why, why? Why run for president?

Financial suicide? P60,000 monthly salary, cost-benefit ratio skewed Why rise in net worth?

Rather than sliding to poverty because of fortunes they might havelost on elections, these candidates in fact managed to grow their wealth and net worth by small to phenomenal amounts over the years.

Why rise in net worth after an election year? The spike in declared net worth typically came after an election year

while they were serving in office and should not have benefited fromother business or financial transactions.

Why rise in net worth amid the financial crisis? The spike in declared net worth even defied the slump in the local andglobal economy because of the financial crisis that visited in 1997 andagain in 2008.


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Story 2. The truth (not) well told Poll expense reports shot full of holes The PCIJ reviewed hundreds of pages of the Statements of

Electoral Contributions and Expenses the candidates for president,

vice president and senator had filed since 1998. Our findings :

Most candidates for national office comply with the law perfunctorily; their statements of election contributions andexpenses are shot full of gaps and holes.

Most candidates seem inclined to understate and deflate theirexpenses, hide or shield the full details of donations they receivedand the identities of the donors, and offer only a list of theirexpense items by general categories.


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Ex, outgoing,wanna-be presidents The most secretive are those who had run, and are running still,

for the top rung of public office. They seemingly just filed thestatements for filings sake, with little regard for the completeness

and integrity of their reports. Those who disclosed the donations they received but were stingy with details of their campaign expenditures include those whohad captured the presidency Gloria Macapagal Arroyo andJoseph Estrada as well as those who seek it now Senators

Manuel B. Villar Jr. and Ma. Consuelo Jamby Madrigal, andBrother Eddie Villanueva.


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The generous vs the stingy Disclosed enough:

Vice President Noli de Castro and Senators Benigno S. Aquino III,Joker Arroyo, Richard Gordon, Miriam Defensor-Santiago, JoseJinggoy Ejercito, Francis Pangilinan, Jose Miguel Zubiri, Francis

Escudero, and defeated senatorial candidates Luis Chavit Singson,John Osmena and Francisco Tatad. Disclosed too little:

Apart from Arroyo, Estrada, Villar, Madrigal and Villanueva,Senators Manuel Roxas II, Loren Legarda, Manuel Lito Lapid,Ramon Bong Revilla Jr., Pilar Juliana Pia S. Cayetano, andEdgardo Angara, and defeated 2007 candidates for senator ProsperoPichay Jr., Teresita Aquino Oreta, Ralph Recto, and Vicente SottoIII.


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Congressmen donate, too In 2004, Legarda said she received from Rep. Aurelio

D. Gonzales Jr. of Pampanga P5 million in cashdonation, in apparent breach of the laws ban on

government officials, employees, teachers anduniformed personnel donating to candidates.

In 2007, Panfilo Lacson received P200,000 in cashdonation from then Rep. Rolex Suplico of Iloilo. In2004, De Castro said he paid Rep. Exequiel Javier of Antique P100,000 in honorarium for reasons notdisclosed.


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Big-ticket donors: Estrada, 1998 Ramon Lee, Luis Coson, Elsie Chua, Jesus Fernando, Manuel Sta.

Cruz, who all gave P4 million each; Luis Juan Virata, Alfredo ChingJr., Dante Tan, Mariano Bondoc Jr., Harry Tan, Edgardo B.Espiritu, Rufo Colayco, Bienvenido Santos, Roberto Anonuevo, and

George Go of Equitable Bank, who all gave P3 million each.

The other Estrada donors who gave from P500,000 to P2.5 millionin cash were Ramon Ang of San Miguel Corporation, Henry Cojuangco, Enrique Razon Jr., Antonio A. Razon, Jose Ma. L.

Razon, Federico Pascual, Carlos Arellano, Antonio Abacan Jr., JosePardo, Ramon Cardenas, Jose P. Lotilla Jr., Benny Brizuela,Carmelo Santiago, Jack Ng Sr., Henry Go, Alfonso Yuchengco III,Cesar E. A. Virata, Elizabeth Virata, and Solomon Cua.


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Big-ticket donors: Arroyo, 2004 Of the combined P333.36 million donated to Arroyos candidacy and

to the 4K coalition, at least 12 donors stand out for the huge cashsums they gave that altogether made up for two-thirds or P185million of the 4K campaign kitty.

The list is topped by Pancho Villaraza, co-founder of the Carpio Villaraza Cruz Law Firm, who gave P30 million in cash; and 4K Treasurer Antonio T. Vilar who gave P10 million in cash and P30million using a loan he secured from Metrobank. Another partner in

CVC Law, Raoul R. Angangco, donated P8 million.

Catalino Tan. Jose Perez and Jose Antonio, who gave P20 millioneach; Alfredo Ramos, Francisco Dizon, Pedro O. Tan, and RaymundMoreno, who gave P10 million each; and Benito Araneta, P7 million.


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Story 3. War on the air waves 6 top bets for president spend P1 billion

in pre-campaign political ads


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Context * Data taken from AGB Nielsen Media Research for the

period November 1, 2009 to January 31, 2010

* Covers advertising spots and values in 19 TV channels(10 free and nine cable channels), 111 radio stations in15 areas nationwide, and 54 national and provincialprint media outfits.

* Ad values computed by Nielsen based on publishedrate cards of media outfits.

* TV rates for prime time and non-prime time alsoconsidered (primetime is 6 pm to 10 pm)


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Distribution of candidates ad buys 94 percent of political ad spending went to TV

Radio accounted for merely sixpercent of the candidates ad buys

Print accounted for less than onepercent


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Ad Duration, ABS-CBN and GMA-7(November 1, 2009 to January 31, 2010)

CANDIDATES FOR PRESIDENT AD DURATION (minutes)

ABS-CBN 2 GMA-7

BENIGNO AQUINO III 218.75 136.75JOSEPH ESTRADA 96 44.5

RICHARD GORDON 248 127.5

GILBERTO TEODORO, JR. 293.75 257.75

EDDIE VILLANUEVA 24.5 161.75

MANUEL VILLAR, JR. 696 758.5


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If law on political ads and campaign spendingwere imposed prior to Feb. 9 (campaign period)

Five presidential candidates would haveexceeded the 120-min. broadcast limit per TV station from Nov. 1, 2009 to Jan. 31, 2010(Aquino, Gordon, Teodoro, Villanueva, & Villar)

Villanueva posted an additional 221.5 mins on

QTV-11 Only Estradas ads logged below broadcast cap.


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Ad values and indicative ad cost * Ad values of 6 candidates: more than P2B

* About half were Villars ad values (more than P1B)

* Villars ad values were 2.5 times greater than second placerTeodoros P407M

* Gordon, Teodoro, and Villars ad values for Jan. greater thantheir combined Nov-Dec numbers

* Applying a 50% discount for TV, total indicative ad cost of 6candidates would be P1.2B (incl. P992M for TV)

* Villars indicative ad cost would be P550M (incl. P475M for TV)


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Ad Values and Indicative Ad Spending for TV by Presidential Candidates

(November 1, 2009 to January 31, 2010)

CANDIDATESFOR PRESIDENT

AD VALUES (Pesos) INDICATIVEREAL AD

COST FOR TV*TOTAL AD VALUES

(radio, print, TV)RADIO PRINT TV

AQUINO III 268,802,493 14,220,000 440,667 254,141,826 127,070,913

ESTRADA 84,262,247 1,166,700 0 83,095,547 41,547,773.5

GORDON 244,639,361 5,964,732 0 238,674,629 119,337,314.5

TEODORO . 407,364,839 37,276,793 1,319,122 368,768,924 184,384,462

VILLANUEVA 90,081,2801,777,224 13,300

88,290,756 44,145,378

VILLAR 1,024,176,253 73,319,407 0 950,856,846 475,428,423

TOTAL P2,119,326,473 P133,724,856 P1,773,089 P1,983,828,528 P991,914,264

*Ad values were taken from AGB Nielsen data and were computed based on published rate cards.TV ad values were reduced by 50 percent to arrive at the indicative real ad


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If the law on political ads and campaign spending wereimposed prior to Feb. 9 (start of campaign period)

Villars indicative ad spending would

have exceeded the P500-millionexpenditure cap (P10 per voter, 50M voters per Comelec data)


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Pre-campaign ad war Villar is winning the battle on TV ads in both

content and frequency. January 2010 Pulse Asia survey says Aquino

(37%) is now statistically tied with Villar (35%). Other candidates ads failed to send a clear

message and connect with the masses.


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1 Aquino ad : 5 Villar adsN o. o f T V S po t s by P r e side n t ia l

0500

1 ,000

1 ,500

2 ,000

2 ,500

3 ,000

V illa r Teo doro G o rdon A qu ino V illanue va E s trada


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Core Message Villar

Tunay na MahirapComes from the poor so he knows how tosolve the problems of poverty.

TeodoroGaling at TalinoCompetent

AquinoHindi magnanakawTrustworthy and not corrupt

Gordon

Napatunayan na Has already donemany things as a public official


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Pol Ads Up Close Villar Dagat ng Basura (Villar)

- catchy jingle- little children- timely

MV on MV - Michael V. popular withmasses- abotable- segmentized markets

Dolphy - C-5 issue- questionable; vouching for Villars integrity?- Dolphy popular with masses

Aquino Hindi Ka Nag-iisa

- no clear message- not catchy song- highlight was on celebs, noton Noynoy - too early to do bandwagon- unity ad for TV networks?

Covenant with the Nation- message is lacking- another promise?- reminiscent of ErapsWalang kamag-a-mag-anak

Pinoy - Noynoy rapping?- highlight is baby James


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Pol Ads Up CloseTeodoro Dapat

- identified what the presentgovernment should have done

then why he was not able todo all that when he was part of that government

Airplane- elitist approach- not all Filipinos have taken aride on an airplane- discusses economy in macroterms while common peopleonly think of their personaland family fortunes

Gordon Hindi Natutulog ang

Pasko - used Silent Night but aired

when Christmas is over- melancholic, unlike Gordons bombastic character

Estrada Erap Babalik Na

- reminds people that hispresidency was marred by corruption and plundercharges that finally led to hisouster in 2001


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Pol ads are not Bible truth Ads are not the only sources of information

about candidates. If the candidate claims something, check it out. Voters should be discerning voters. To be discerning voters does not just apply to

class A and B , but to all.


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Kami po ang PCIJ :Staff:

Malou Mangahas, Executive Director Ed Lingao, Multimedia Director

Tita Valderama, Training Director Karol Ilagan, Research Director

Jaemark Tordecilla, Platform ArchitectJustine Espina-Letargo, Associate Multimedia Producer

Che de los Reyes, Senior Writer/Researcher Marc Racal , Network Administrator

Dona Lopez, Administrative/Finance Manager Yolanda Nicolas , Administrative Staff

Board of Editors:David Celdran

Howie SeverinoMalou MangahasSheila S. CoronelCecile C. Balgos

Ma. Ceres P. DoyoDominick Danao


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MARAMING SALAMAT PO!

pcij. pap launch. 17 feb 2010.fin333

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