#BotoNgKabataan2025: Do Gen Zs watch or scroll at political ads?

AS the 2025 elections grow nearer and nearer, Filipinos are starting to choose the candidates they’ll be voting for. 

As such, many candidates are trying their best to influence these voters’ decisions via their political campaigns, whether that be through public appearances, tarpaulins, billboards, or videos online. 

One such example of this is the viral “Budots” video. It cannot be definitively said that this is the sole reason as to why he won, but at the same time, who’s to say that it didn’t at least help?

Political trends, like any other trend, change with the tides, hence why it is important to continue to keep track of them. 

As more and more Gen Zs are taking up the responsibility of heading up to the ballots, one can’t help but wonder: Are political advertisements actually effective? What difference do they make to one’s image, particularly during the run of a political campaign?

Mixed feelings

Of the 15 Gen Zs that republicasia asked, only 2% said that they watched political advertisements, while the rest said that they either skip them or scroll past them whenever they come across them. 

22-year-old Hana Ysabelli Pevidal, for example, states that she watches political advertisements because she wants to hear the message these politicians are trying to say. She also views this as an avenue to do further research on them.

When asked whether or not this affects who she votes for during the elections, she answered: “Slightly yes, because the ads reflect their capacity to spend that much to gain that position versus the credibility they actually have.” 

She added that for her, what is more important is checking the political background of these candidates, such as their projects and accomplishments thus far. 

She also feels it is important to view whether or not they have any cases related to corruption or any other illegal activity. 

Meanwhile, 22-year-old Maria Loudette Quiambao admits that she often scrolls past political advertisements when they are about people that she already knows, but if the advertisement is an unfamiliar name, they usually stay to watch it out of curiosity. 

For her, these ads can be beneficial… if they’re actually informative and aren’t just a mere song and dance number.

Like Pevidal, however, what matters most to Quiambao isn’t a flashy advertisement or a big billboard on the highway. What matters most is the candidate’s credentials – whether or not they have a clean track record. 

“Experiences and past records are great predictors of how they’ll be once they are put into office,” she explained. 

Actions over words

In an article from Politico, it was found that while political advertisements do work, nobody really knows exactly why. 

Whether it be to know about a candidate’s stance on political issues, to see a glimpse of their personality, or to simply know that they’re in the running, the reason as to why they work seems to vary from person to person. 

Other studies even argue that, at present, the persuasive power of political advertisements has slowly started dwindling, having virtually no effect on how one votes in the elections.

Yes, political advertisements are still viewed as important to a candidate’s campaign. However, as time passes, Filipinos grow tired of a person who is all words without action.

Passivity and promises are no longer enough, hence why it is important for them to see candidates not only advertising themselves, but also what they can do for Filipinos.

Whether it be in supporting the causes that you say you believe in, or finding ways to help the public, one must prove oneself of being worth their position in office instead of merely hoping that charm, wit, connections, and money will be enough to get you to the top.