Politicians seen to hike spending on digital ads for 2022 election campaign — Kantar PH

Metro Manila (CNN Philippines, October 1) — Digital political advertising will be increasingly popular for next year’s national elections as the country’s COVID situation may still bar bigger crowds during face-to-face campaigns, a media research firm said Friday.

“We will see an increasing share of digital as a go-to platform for the candidates. Digital is an important part now,” Kantar Philippines Media division managing director Jay Bautista told CNN Philippines’ The Exchange.

“Because of the change in the number of players on television, we will probably see lesser amounts being spent on traditional TV, traditional printed newspapers. The money that’s decreasing there will shift to their online counterparts,” he said.

According to Bautista, aspirants for government positions will continue to shell out a sizeable amount of investment for political advertising given COVID-19 restrictions.

“Advertising will be an important and efficient tool for reaching voters… to create awareness about the candidates platform because face-to-face campaigning in the old normal of reaching out is no longer feasible,” he said.

This was echoed by Alan German, campaign strategist and Agents International, Inc. president and CEO.

“The biggest difference is the pandemic… The face-to-face campaigning will change muscle-flexing initiatives,” he also told CNN Philippines. “The shift will go to social media, and even digital mobile media to engage the voters.”

The Commission on Elections earlier said it is not possible to ban in-person campaigning as mass media, television broadcast in particular, may not be the most accessible to local candidates since this will require a huge amount of money for just a 30-second slot.

Under the “new normal” guidelines, the poll body will require that attendees in physical gatherings should be limited to 10% of a venue’s capacity.

But if the pandemic situation improves, the Comelec may raise the capacity limitations.

READ: Comelec may raise 10% limit for physical campaign rallies if pandemic situation improves