Report on ad spending not complete – Nielsen


NIELSEN Philippines on Friday said information and data about the ad spending of presidential and vice presidential candidates are not complete and the release of the partial report was made without its consent.

“We are aware that information and data is already circulating in the industry, however, this information is incomplete and has been released without any consent from Nielsen,” Tin Amper, Nielsen executive director for Media client service, said.

“Nielsen, as one of the several sources of the Electoral Report, works in close consultation with the relevant stakeholders in the compilation of the report,” Amper said in a statement mailed to The Manila Times.

Amper was referring to the news reports that came out recently showing Vice President Jejomar Binay of the United Natioalist Alliance (UNA) as the leading television ad spender, shelling out P595 million for TV ads from January to November 30, 2015.

Senator Grace Poe ranked second at P448 million followed by former Interior Secretary Manuel Roxas 2nd of the Liberal Party (LP) at P425 million.

The data, according to newspaper reports, was based on monitoring done by Nielsen Philippines.

Another report provided by the camp of Binay and was also attributed to the monitoring done by Nielsen showed Roxas as the overall top ad spender, paying P774 million for his ads in broadcast and print media from January to December 2015.

Binay placed second at P695 million, while Poe ranked third at P694 million.

Nielsen said its official data on advertising spend will be included in the Electoral Report of the Philippine Center for Investigative Journalism (PCIJ), which will be released in late January.

The PCIJ-Nielsen Election Report was done in coordination with the Commission on Elections (Comelec).

“As of today, data on print and radio are still being processed and verified by Nielsen, and no official release of data has been undertaken to date,” the media research firm said.

Nielsen’s Advertising Information Service (AIS) covers TV, radio, print and billboard advertising, and reports on where an ad was placed, when it was placed and provides an estimated advertising cost.

Costings are based on published rates given to Nielsen by the respective media outlets.

Jefferson Antiporda


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  1. Ed deleon, you are implying that either Binay or Poe has harassed neilsen into reversing their findings that Binay/Poe are the two top spenders in ads. Have you not looked at the other possibility that this is a Mar Roxas ploy, to put it out early that the two are the largest spender so when the actual report does come out, and he was found to have spend more than the two, the matter will have lost its steam? E sa ngayon yung Liberal Party ang awash in money! No ond believes that Mar/LP is not spending bilkions to retain control of government! sa takot lang nilang makasuhan under a Binay/Poe/Duterte regime, kahit ano, pati pagpapatay ng tao gagawin ng mga desperadong iyan… Because, what else can we expect from someone whose mom countenanced the Mendiola and the Luisita Massacre? Isama mo pa yung Mamasapano… hehehe…

  2. Looks like nielsen was harassed (or being paid) by a candidate to reverse their findings. How much must it worth this time to reverse their findings that Binay and Llamanzares are the top two TV ad spender among the candidates, Where do they get all the money to spend just for TV ads.