OUR latest report is on the political ads that were published in major Manila newspapers since the "Gloriagate" political crisis began in June. We asked one of our contributors to go through the pages of the major dailies from June 1 to September 15 this year and note down the ads that had been published.

His findings: Supporters of President Gloria Macapagal-Arroyo spent more than P22 million in advertisements for that period. Her rivals, on the other hand, shelled out less than P2 million.

But was this money well spent? Public-relations and advertising experts on both sides of the political divide agree that it is unlikely the ads — whether they were from the opposition or from the government — changed many people’s minds. They were mainly a show of strength.

Experts interviewed for the report said that the pro-Arroyo ads were apparently orchestrated, well-funded and clearly not spontaneous. The anti-GMA ads, on the other hand, were spotty, not very coherent and contained "too much pontification," which tended to turn people off. Government institutions and associations, such as the League of Municipalities, League of Cities and League of Provinces, were the biggest ad spender, followed by the "600 independent women of civil society."

Even Reli German, who is a communications consultant of Malacañang, says that most of the pro-Arroyo ads were a waste of money as they did not convince anyone. Yoly Ong of Campaigns & Grey, meanwhile, sad that the administration’s advertising blitz only served to reinforce the notion that GMA is "unpopular and unloved."

Read on at pcij.org.

41 Responses to GMA supporters spent P22M in ‘battle of the ads’ during ‘Gloriagate’ crisis



October 9th, 2005 at 7:05 pm

“Hello Garcia” seems to be heading toward “Goodbye Gloria.
However, any PR firm will find it a challenge to boost GMA up, the odds are high for GMA to win the batlle of the peoples’ hearts and minds. There are too many scandals–its a TALL order–most especially, the Aragoncillo spy issue–MAYBE IF the leak of Aragoncillo never came up, there would be a betting chance. Her “I’m sorry” spiel lessened her chances–not only beacuse GMA was percieved to have admited to the allegations, but she DID NOT look sincere. Hindi kasi maamo ang mukha nya at boses pa nya…



October 9th, 2005 at 8:04 pm

Perhaps the newspaper advertising did not convince people on either side with reason. and was useful only as a show of force. But I wonder about spending on other media, such as TV and AM/Radio, where there has been a clear raining down of preponderantly admin funds. Is there a way to do similar study on radio.

I have a feeling that the AM radio propaganda had a strong effect especially in projecting the message that there is no concensus on who would replace Gloria. On this score I guess I have to castigate Erap Estrada, who surely could have spoken up more during the whole thing, instead of getting drunk and playing Nintendo games all day in Tanay and playing for bail.

The other strong message that came through loud and clear on mass radio was the appeal NOT to go to the streets because life is hard enough and we can’t afford all this politicking.



October 9th, 2005 at 9:43 pm

Isn’t that the objective of media? To continue hitting the administration so that the political advertisements will roll in.

Php24million is Php24million. and you asked who won?

Definitely not the administration or the opposition. It’s media, and you only wrote about the advertisements. The grants from funding agencies to the local media including research institutions and the like are not disclosed.

Hehehe…kayo naman!


lokalokang matino

October 9th, 2005 at 10:39 pm

P22million, grabe, marami na sanang sikmura at mga may sakit ang kayang tugunan ng ganon kalaki. Sayang these groups, dont have the proper sense of priorities!!! Just to support an illegal occupant sa palasyo is too much, these League of Cities,Municipalities and Cities should be investigated where the money for those ads came from. Wala na talaga sa katinuan ang mga government officials natin. SOBRA NA!!!TAMA NA!!! What the country needs now is SURGICAL LIFT, meaning a complete change of the entire govenment bureaucracy. Very disappointing, disgusting and nauseating our current situation already!!! Where are the well-meaning individuals of this country? Sayang, wala na si Rizal at Bonifacio. Sana naman, magising, bumangon at kumilos na tayong lahat, we’re going nowhere!!! GOD BLESS THE PHILIPPINES!!!



October 9th, 2005 at 10:57 pm

kapatiran.. tumpak ka… media’s cash register ringing…..



October 9th, 2005 at 11:02 pm

Self-serving statements from paid media hacks.



October 9th, 2005 at 11:32 pm

I think the radio and television stations should also be taken into consideration. Especially the sequestered stations who run on taxpayers money and are being used by the administration as a propaganda tool.

Saan kaya nakuha ng mga mayors and governors ang pondo para sa ganitong mga advertisement?


Frustrated OFW

October 9th, 2005 at 11:55 pm

Schumey, saan pa nakuha ng mga mayors at governors ang pondo eh di sa mga taxes ng mga tao diyan at sa remittances ng mga OFW na ipinamimigay ni Gloria na akala niya kanya. Hindi lang yun, sa mga jueteng lords na kaalyado niya. I dare all Gloria loyalists to deny this fact.



October 10th, 2005 at 6:45 am

Kung ang salaping winaldas sa walang kabuluhang mga anunsiyong ito ay ipinamahagi na lang sa mga tutoong naghihirap nagkaroon pa sana ito ng pakinabang. Kaya kayong mga promotor nito, maumpog sana kayong lahat para matauhan naman kayo at magising sa katotohanan.



October 10th, 2005 at 7:05 am

MEDIA NEVER HAD IT SO GOOD. As we call it in tagalog, naglagare sila. Haven’t you noticed how a plot is conceived? First, they conceive and develop an issue. Then they field hard and controversial questions to one side and within the hour the opposing side is asked to rebut the questions. The flames of controversy are continuously fueled to keep the issues alive, until both sides are battered and bleeding by accusations and counter accusations before the eyes of a highly critical public, then enter the PR.

Of course, the government is a big sucker for PR because it is the big spender, ask Reli, just as all governments are usually the target of critics, ask Bush. And not everything that media say is true in their defense of the government, ask GMA. Did it help clear up things for the country? Ask the people. Who really benefited materially? Ask media. Does it pay to advertise? Ask Coke.

Media can make or break your balls.



October 10th, 2005 at 8:01 am

Hahaha. Rizalist, Kapatiran, Primo, and Toro, I couldn’t help but agree to all of these media frenzies. Haven’t you noticed all the negative issues of the Philippines are being fueled? The next day, media have its field day. Sometime I doubt media’s propensity. Are they for our country’s development or retrogression? Tanong ko lang.



October 10th, 2005 at 9:11 am

Wala naman kayong nagagawang mabuti PCIJ. Ano ba nagawa nyo? Kahit ang mga researches nyo hindi tama. Dahil bias ang inyong mga research. Kung ano lang ang gusto nyo ipalabas at kailangan lalabas laban sa administration. Kahit kaninong administration pa yan. Gusto nyo lang laging makatira. Ano motive nyo? Para makilala kayo?



October 10th, 2005 at 9:36 am


Please watch what your saying! I think PCIJ contributed a lot already, if not for them a lot of things could not have been exposed!!

If you think they are bias think again, maybe the reason why they have a lot of research about GMA because the administration did a lot of bad things. If GMA is as clean , then probably PCIJ will not find anything againts her.

PROBABLY IT IS NOT PCIJ THAT IS BIASED BUT……….. Their research has always been accompanied by a lot of documents or witnesses, if you happen to read them….



October 10th, 2005 at 10:00 am

Kilayko, who described herself as “a full-time concerned person,” said her group drafted the ads, …..

What the heck is a “full-time concerned person?”
Yan ba yung mga taong palaging nakataas ang kilay?



October 10th, 2005 at 10:36 am

Our country has a lot of skeletons in its closet and mounds of dirt under the rug. We have to be thankful there’s PCIJ who dares to open the closet and lift the rug for us.

And PCIJ has no ad space to sell to anyone. Remember we are doing this on PCIJ’s space for free.

Keep on going, PCIJ. This country needs you.



October 10th, 2005 at 11:31 am




October 10th, 2005 at 12:34 pm

Magkano naman kaya ginastos nila kina Aragoncillo at Aquino? Kaya lumakas loob nila Erap na patalsikin si Ate Glue. For all we know, the complete Garci tapes may be with Aragoncillo and not Ong.



October 10th, 2005 at 2:05 pm

I know you are gr8 Ben, malamang malaki ang pinuhunan ni Aragoncillo at Aquino para ipahamak nila ang kanilang sarili ng ganoon na lang. .



October 10th, 2005 at 2:27 pm

nagtataka naman ako sa ibang mga tao dito. sinasabing nakakabuwisit na ang rally dahil sa sobrang abalang dulot neto at nasisira na ang kanilang mga karapatan. kung may reklamo daw meron namang media na puedeng magsiwalat ng mga kalokohan ng pamahalaan at maging ng oposisyon. ngayon naman kinukuwestiyon ang motibo ng media sa pagbabalita na paraan lang para kumita ng todo-todo at pansarili lang neto. ano ba talaga? nakakalito na yung argumento netong mga pro-gloria eh.gusto nyo na lang ata talagang busalan ang mga mamamayan para manahimik na lang at pabayaan ang mga kalokohang pinaggagawa ng gobyerno.
at sinisi pa ang media dahil gumastos ang gobyerno para sa kontra-propaganda. okay ka lang kapatiran? or say tuteng bunye. you see, i have noticed your blogs and you sounded like him.
media first and foremost is a business. sensationalism is their game. dahil pag walang bumili ng diyaryo nila, magsasara ang mga eto. reporting is their bread and butter.kaya nagiging daring sila sa pananaliksik para makakuha ng magaganda at maiinit na ibabalita. but why blame them kung meron silang balita laban sa pamahalaan or say puro na lang paninira sa gobyerno. ang mga eto ay hindi inimbento o gawa-gawa lamang. pinaghihirapan din nila ang mga scopes na nakukuha nila na usually ay galing pa sa mga reliable sources. hindi sila basta-basta naglalabas ng mga balitang galing sa haka-haka lamang. may kasamang responsibilidad eto. hinimay bago ilabas. otherwise puro libel ang aabutin nila. sabi nga kung walang usok walang apoy.
kaya sa mga kumukuwestiyon diyan lalo na dito sa PCIJ, dapat nga pasalamat tayo dahil may naglalakas-loob na ibunyag etong mga katiwalian sa gobyerno at dahil may kasamang banta rin sa buhay nila etong mga ibinabalita nila. sa pagkakaalam ko ang pilipinas ang isa sa mga pinakamapanganib na bansa para sa mga taga media.



October 10th, 2005 at 2:44 pm

actually maliit pa nga ang halaga. some arroyo operators i happened to talk with say that the arroyo administration has paid provincial operators PhP20,000 as weekly maintenance fee plus operations expenses to cool down the heads of the people in the provinces — a reason why konti lang ang rallies sa mga probinsiya unlike the time of erap. this happened during the height of the gloriagate crisis. and to stress, sa bawat probinsiya, more than one operator is being maintained lalo na sa highly polarized provinces. kahit PhP20K na lang times 80 provinces times 8 weeks, ilan na ba yun? times the operations cost per province?

kaya pala nabuhay ang jueteng sa southern luzon during the crisis…



October 10th, 2005 at 6:23 pm

They spent so much in making Gloria look good but eventually it backfired. Not even the greatest lobbyist, character enhancing people and cosmetic surgeons around the world can turn Gloria into what she really is….a greedy fake.

And who gives a sh_t to what these 600 top independent women of civil society is saying, who said they were the top guns? Their add just went back on their 3 inched make-up covered faces. In actuality nobody really knew and gives a damn about them that’s why they have to go on and published an add to express support to gloria and individualy print their names on the broadsheet. Shame! such ridiculous action from conceited b_tch_s!



October 10th, 2005 at 6:47 pm

no kavenishi, it was a PMP-lead rally, not a united opposition lead one.

hey noelet, long time ha, i miss your cunning insights here. you’re right, we don’t underestimate gloria because theres no need to, she is indeed a weakling, lame duck president. the cast of clowns around her (mirriam, mike defensor, bunye, the gonzaleses – norberto & raul) are just adding insults to injury.

i’ll put my bet on this, eventually pre-preno din yang mga yan sa eo464 and CPR just to save their fake president’s ass. look at EVAT, if she is really that strong-willed, she could’ve implemented it, but she used the supreme court para kunwari ma-put on hold during the peak of this political crisis. ultimo mga simpleng national holidays, nagkakagulo pa sa pag de declare. to some, they might view her as clever, but to some she appears as a weakling because of her leadership’s inconsistencies & fickle mindedness.



October 10th, 2005 at 6:59 pm

sorry wrong blog. this could have been posted in another topic.



October 10th, 2005 at 7:50 pm

Dapat siguro, mag-open din ng ganitong blog site and gobyerno para may mapuntahan yung mga bilib sa kanila. PCIJ was at the front during Erap’s time kaya ‘di natin sila puwedeng akusahan ng bias and partisanship. They have given us bloggers a “FREE” site to give our insights and views. I hope we all give them the respect due them.



October 10th, 2005 at 8:22 pm

Kahit ano pang media blitz ang gawin ni GMA buko na siya ng mga taong bayan,ang naniniwala nalang diyan ay mga tuta niya na nakikinabang sa mga biyaya na bigay ng pandak sa malakanyang,di lahat ng oras mauulol mo ang taong bayan GMA,malapit na ang katapusan ng paghahariharian mo pekeng pangulo!



October 10th, 2005 at 9:10 pm


kaya siguro kahit anong administrasyon ay tinitira ng PCIJ ay dahil lahat ng administrasyon na yan ay may tinatagong baho…di ba?



October 10th, 2005 at 9:33 pm

For once, we all agreed (except for one).
Kudos to you guys. When we see a clean government, when the light of the tunnel is upon us. Sana magka-sundo na tayo, tuloy tuloy.
I commend PCIJ. Don’t get swayed by people who say you’re biased, they don’t know what they’re talking about. For those who think otherwise, be objective naman. As for Samvoy, maybe he’s still not around when PCIJ is roasting Erap day in and day out. Give him the benefit of the doubt. As for sensationalism in the media, i will say, just a little.



October 10th, 2005 at 10:14 pm

22 million pesos paid news add
Total Man Hours (Public servant / goverment officials)
Consultants (Political Strategist/ExPoliticians)
Plane Fare to Sinagapore + Pa Baon (Garcillano)
REimbursement to Mike DEfensor’s “Yung Binalbag, Yung Binalbag” Audio analysis
200 pesos reimbursement to Bunye’s version of Garci’s taped audio conversation
Reimbursement to Singson’s “PandaK” wiretap
+…… etc.

Total Cost: ???



October 10th, 2005 at 11:16 pm

manuelbuencamino, what Kilayko means by a “full-time concerned person” is a former dentista, who used to say anti-GMA comments during EDSA 2, although now, she exercises with GMA regularly and is employed by the government as one of the consultants of one of those agencies and is close to DFA Sec. Romulo. In other words, TUTA. I lost all respect for that woman. What a disgrace she must be in Valle Verde!



October 11th, 2005 at 1:21 am

the paid ads being purposeful, be it to “put our money where our mouths are” or to “seek to influence people’s minds,” are just what they are – just advertisements. they are SELF-SERVING [even the neutral channel 7 ad (for whose credit of neutrality to capture a greater audience will be given but to channel 7 only, a wise and safe move on their part considering they have a slogan “serbisyong totoo”)] and are only meant to MARKET ideas or statements of facts to a particular audience (to sell pro- or anti-gloria sentiments in most of the ads).

by sheer number of the pro-glo ads one may ask: is it because gloria is very hard to sell? or putting it in another way, are the “scanty” anti-gloria ads just sufficient for they are on the side of truth and most people anyway are sold to the idea that “glo must go?”

is it really because the pro-glorias rallied behind her to effect a show of force in the ads? is it because the pro-gloria crowd really came from an elitist culture as to be able to mount an ad-offensive because they have the money? on the other hand, are the anti-glos cheapskates or just sensible enough to be resolute that political ads won’t really matter?

the pitfall of this study is that we won’t really know the influence of the ads to the reading and thinking public. that’s why it was titled as a query and perhaps cannot be answered…for the only winners here are the newspapers who carried the ads.

(just a note: please don’t blame the print media, they’re just doing business. the ones who placed the ads are the ones highlighted in this blog and on mr. totanes’ article. and mang tiago, you’re right we are one here except for one…and one other thing, “sana magka-sundo na tayo, tuloy tuloy” that gloria lied, cheated, stole, and did a cover-up!)



October 11th, 2005 at 4:52 am

You know what is more embarassing, the Sisters of Assumption Convent who are supposed to be for the “TRUTH” and even had an ad about it before, was part of the 600 womens group that supports Gloria!

What a shame !! How can your students believe you now when you talk about honesty, justice, fair play and peace. You dont even know what is right or wrong!!!


tongue in, anew

October 11th, 2005 at 6:01 am

Sorry to hear that assumptionista. The other truth, of course, is that it was the Assumption Sisters who should be credited (or blamed?) for instilling virtues upon this freaky creature named Gloria. Although I still want to believe the San Lorenzo campus has done a much better job than its Antipolo counterpart, I’m not sure that same sentiment is shared by many.

I still remember back in high school, we students from a neighboring boys school in San Lo would swoon over rich, pretty, smart girls in the red-checked skirts. These chicks were respectable and proud. I can’t say the same thing still holds true. Gloria has totally disgraced, dishonored, and shamed all Assumptionistas. Ditto for Ateneo and UP.

Transfer to St. Scho or Miriam now!



October 11th, 2005 at 9:35 am

Thanks for the comment tongue in, anew. But of course not all Assumptionista’s are like her. It is just a shame that the some sisters forgot WHAT TRUTH REALLY IS ALL ABOUT !! They and GMA are really a disgrace to the teachings of Mother Marie Eugenie . I hope that the sisters as well as, the bishops will see the light soon. BEFORE ITS TO LATE!!!



October 12th, 2005 at 7:28 am

Chabeli, who is Kilayko?



October 12th, 2005 at 12:23 pm

Yolu Ong of Campaigns is so right! Why would Pandak need all those advertisements trumpeting support if she were popular or, at the very least, not hated and despised? The perception of Pandak being KAPALMUKS was all the more reinforced. Sige lang, mga pro-Pandak people — maglagay pa kayo ng ads!!



October 12th, 2005 at 3:12 pm

manginginom na daw si ate glo. brandy is the drink of choice. that’s according to ellen tordesillas in her malaya column. pareho na sila ni dubya kung ganoon.



October 12th, 2005 at 3:13 pm

brandy para makatulog or para makalemot. harhar.



October 12th, 2005 at 4:07 pm

naglabas ba ng statement ang assumption sisters supporting GMA?…

the last time ive seen them come out with an ad was when they demanded accountability for whatever GMA did re: calling up a “comelec official”, blah-blah….

if some assumption sisters really made a reversal of position afterwards, (haven’t been reading the papers lately… nakakasuka lang makakita ng mga ads na yan!)… well, tsk, tsk… KAKAHIYA NGA!…..



October 13th, 2005 at 11:04 pm

Evelyn Lao Kilayko is a former dentist, who, it seemed to me then, was anti-GMA, although now, she exercises in Malcanang with GMA regularly. She is also currently employed in some government agency as one of the consultants and she is close to DFA Sec. Romulo. FYI.



October 15th, 2005 at 5:20 am

Thanks, Chabeli, now I know. She is the wife of a tennis buddy I used to play with. I have since shifted to golf. She treated an aching wisdom tooth ages ago. hehe.


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July 8th, 2013 at 9:31 am

What’s up, yeah this post is actually pleasant and I have learned lot of things from it about blogging. thanks.

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