Imagine this: You’re watching ABS-CBN on a Sunday morning and you hear the familiar sounds of a commercial starring your favorite #Aldub love team. And then you notice it. Was the commercial shorter? Or are you so obsessed with the Yaya Dub and Alden tandem that you’re not satisfied with 30 seconds?
But it’s true. Aldub commercials in ABS-CBN are shorter.
This is because of a memo issued by ABS-CBN, which website Pep.ph got a copy of. In its memo to Media Suppliers Association of the Philippines (MSAP), Philippine Association of National Advertisers (PANA), and Association of Accredited Advertising Agencies of the Philippines (4A’s), the channel reminded advertisers of their Broadcast Traffic Operations Guidelines, which has some rules for celebrities appearing in commercials.
Here are some interesting points of the memo:
- Management reserves the right to decline acceptance of Commercial Materials that contains, cites, and/or illustrates a number of factors, including commercial materials that contain, cite or illustrate “other TV station or program either directly or indirectly (e.g. character/role portrayal, segment/portion illustration, direct mention of the program title, use of program theme song or songs associated with the program, etc.).
- ABS-CBN has the right to refuse to air advertisements of products and service which it believes to be in direct competition or conflict with their own programs or products.
Since Alden Richards and Maine Mendoza are talents of GMA, you’ll have to watch their home network to see the full glory of their commercials.
What do you think? Share your thoughts below!
#StopTheHate of ALDUB TVC, weather weather lang yan!
kahit nmn anu gawin nila makikita pa din ng tao ung commercial ng ALDUB.
sa dami b nmn ng commercial nung dalawa…
I don’t see anything wrong with this move from ABS-CBN. At the end of the day, they need to implement counter measure in order to minimize the impact to their business. We need to remember that if ABS-CBN only allows shorter version of the TVC to air on their station, that can also mean lowered revenue for them (shorter TVC = cheaper than longer one). It just makes sense that ABS-CBN will take such step otherwise they will just contribute to the competitor’s popularity given that they still have the wider coverage nationwide. Now if you’re wondering why GMA allows longer TVC that involves ABS-CBN’s talents to air on their station? Simply because they will lose business if they do the same thing. The skew of celebrity endorsers is still in favor of ABS-CBN so GMA can’t afford to pull this same strategy. By the way, I’m not an ABS-CBN loyalist nor a GMA hater. I’m just sharing my POV coming from a media planner perspective.
Well what more can i say… its a competition!! Personal competition.. #bitternessOverload
well, sa GMA full ang commercial kahit pa ABS CBN stars ang endorsers. It only shows na full ang trust ng GMA sa viewers nila, na kahit pa ABS ang nakikita sa commercial mananatiling GMA KAPUSO ang viewers nila. 😀 😀