“It cannot be denied that Ms. Kris (Aquino) has been the favorite of product companies for more than two decades for their advertisements. But apparently, this has not been the case this year.” Soltero Salazar of the Association of Philippine Advertisers (APA) tells PNC this Monday. He was referring to the 90s until Maine Mendoza became a phenomenal star.
“Yes, it's true that her charm to the public is magical, and many people listen to her every time she opens her mouth. But that was before. You see, companies invest hundreds of thousands of pesos for their advertisements especially on TV, and it's logical that they want to enjoy their ROI (Return-of-Investment) as soon as possible.” Salazar added.
As the entire nation already knows, Maine Mendoza became the talk-of-the-town in early 2015 by accident when he was paired to Alden Richards via the AlDub kalyeserye at GMA 7's Eat Bulaga. On the other hand, Kris Aquino is the daughter of the late President Corazon Aquino, and the youngest sister of former President Benigno 'Noynoy' Aquino III.
According to Salazar, this sudden change of interest of the public is very rare in the advertising industry. Maine Mendoza became a YouTube sensation when impersonated Kris Aquino, and went on to her phenomenal character, Yaya Dub. And now, she is a very effective in product endorsements, and has already appeared in tons of TV commercials.
“We must remember that Kris is not anymore with ABS-CBN, and that's a very huge factor. Unlike Maine, she is now not being seen on national TV. And yes, the talent fee also matters.” Salazar explained further, noting that politics has also somehow contributed to Kris' decline in popularity. As we all know, Liberal Party (LP) now is now a minority party.
Contributed by Karenina Saulo
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