Pre-coronavirus disease 2019 (Covid-19), the election battlefields were ground and air war. By 2010, digital was incipient, but by 2016, it became the third arena that national candidates were able to use effectively. In 2019, metrices have been made to measure digital in terms of exposure, popularity and virality. Expenses then was 70 percent air and 30 percent ground. With the use of social media, it became 60 percent air, 20 percent ground and 20 percent digital.
Huge rallies were losing traction; 2001 was the start of political advertisements in electoral campaigns with the passage of Republic Act 9006 or the “Fair Elections Act of 2001.” TV was cornering a huge chunk of the campaign budgets, with placement predominantly cornered by the ABS-CBN network, and the changing frequencies of TV commercials vary every election cycle from per candidate to per station, etc. Radio remains relevant for echo and print is for radio commentators’ drill. The arena will change post-Covid-19 with physical distancing, wearing of masks and the ban on mass gatherings. How would a candidate reach out to voters?
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