Camille Villar outspends rivals in Western Visayas Facebook ads

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ILOILO CITY, Philippines – Las Piñas Representative Camille Villar’s group has emerged as the top spender on Facebook advertisements intended for Western Visayas among senatorial aspirants, shelling out over P1.25 million from November 2024 to January 2025 alone.

A review of Meta’s Ad Library showed that the Villars spent P916,502 from November to December and an additional P334,628 in January on advertisements related to issues, elections, or politics.

This accounts for 21.3% of her total Facebook ad spending nationwide, which has surpassed P16 million since November.

Her three-month Facebook ad spending in the region exceeds that of any other political contender or page, surpassing the next highest spender by more than 300%.

Fine Properties Incorporated, a company involved in real estate investments, has been identified as the payer of Villar’s million-peso Facebook ads. Former House Speaker Manuel “Manny” Villar, the family’s patriarch, is the chairman of the company.

Aside from her digital campaign, Villar has been actively touring Western Visayas, attending major events, distributing financial aid, and giving away prizes through “Pinas Saya-All ng ALLTV.”

Among the events Villar attended in Western Visayas were the Dinagyang Festival in Iloilo City earlier this January, the Regional State Colleges and Universities Athletic Association Sports Festival at Iloilo State University of Fisheries Science and Technology last December, and the Cooperative Month Celebration at the University of Antique in October.

Based on Commission on Elections (Comelec) data from the 2022 elections, Western Visayas has over five million registered voters. Excluding Negros Occidental, the region comprises Iloilo, Aklan, Capiz, Antique, and Guimaras.

Other spenders

Kikommunity-Kiko Pangilinan Volunteers, a page backing senatorial aspirant Francis “Kiko” Pangilinan, ranked second but trailed far behind Villar in Facebook ad spending in the region. The page shelled out a total of P304,020 from November to January.

Team Good Governance ranked fourth, spending P242,022. The page endorses Pangilinan, senatorial aspirant Paolo Benigno “Bam” Aquino IV, and Akbayan Party-list first nominee Chel Diokno.

Reelectionist Senator Francis Tolentino ranked fifth, spending P235,822.

Angkasangga Party-list, led by Angkas CEO George Royeca as its first nominee, ranked seventh with an ad spend of P208,986.

Political advertising

The digital ad landscape in Western Visayas has also been dominated by pages identifying themselves as media outlets.

Among the top 20 spenders in the region are Pilipinas Today (3rd), Pilipinas (6th), Pilipinas Today Bisaya (9th), and Pilipinas Today Davao (16th). All four pages are funded by Wanna Fact PH (WFPH) and have spent a combined P746,472 on Facebook ads.

These pages frequently promote content favoring politicians such as Tolentino, senatorial candidate Makati Mayor Abby Binay, House Speaker Martin Romualdez, and Ako Bicol Party-list Representative Zaldy Co, who is seeking reelection.

These pages boost content in favor of politicians such as Binay, Tolentino, Romualdez, and Co while publishing negative posts against Senator Bong Go, Senate President Chiz Escudero, and Vice President Sara Duterte.

Pilipinas Today, the parent page, is managed by Saritine IT Solutions, a firm linked to the technology company Breyalex, which specializes in data-driven political marketing.

According to its website, Sartine provides services such as predictive data analytics, strategic audience behavior analysis, and online reputation management.

It claims to “change audience behavior” through a combination of behavioral science, targeted advertising, and data analytics.

Local bets in the digital race

Local candidates in Capiz, Iloilo, and Aklan have also turned to social media for their campaigns.

Paolo Roxas, the eldest son of former senator Mar Roxas, leads the local race with a spending of P197,047, ranking eighth overall.

He is running for congressman of the 1st District of Capiz and faces off against Howard Guintu, a Pinuno Party-list representative, who ranked 11th with an ad spend of P128,780.

Roxas City Mayor Ronnie Dadivas, who is seeking reelection, ranks 10th with a spending of P166,899. Iloilo vice gubernatorial candidate Lee Ann Debuque follows in 12th with P87,729, while Florencio “Joeben” Tumbocon Miraflores, who is running for congressman in Aklan’s 2nd district, ranks 13th with P87,020.

In November 2024, the Comelec introduced regulations on the use of social media, artificial intelligence, and internet technology in digital election campaigns for the 2025 midterm elections.

Comelec Resolution No. 11064 requires candidates to register all official digital campaign platforms – social media accounts, websites, and podcasts – with the poll body within 30 days after filing certificates of candidacy, or by December 13, 2024.

Based on the resolution, failure to comply can result in takedown requests, fines, or criminal charges.

However, compliance has been limited, with only about 31% of the 43,033 individuals who filed certificates of candidacy registering their social media accounts with the Comelec. – Rappler.com