There is no doubt that the AlDub tandem, Alden Richards and Maine Mendoza, are the hottest brand endorsers of today. If you are a loyal Kapuso viewer, for sure you already notice that almost every commercial shown at the channel features the accidental love team.
But if you are a type of person who doesn't stick around in one channel, you will notice that their commercials are not shown in full at the rival networks, most specially at ABS-CBN channels.
If you are wondering why their brand commercials are not shown in full at ABS-CBN, well wonder no more because we got the answer! Read it below.
In a memo dated November 3, 2015 and addressed to the 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 Kapamilya network reminded the advertising groups of the network’s “Broadcast Traffic Operations Guidelines” dated May 2008.Reading between the lines of this said memo, we can be sure that the use of the split-screen and Dubsmash at their commercials are the real reasons why the AlDub commercials aren't shown in full at ABS-CBN.
The guidelines stated that the “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.).”
The memo also stated: “In consideration of the said policies, ABS-CBN has the right to refuse to air or facilitate the advertisement of products and services, or the use of advertising scripts, which the network/station has good reason to believe, would be competing and/or conflicting with ABS-CBN’s own programs and/or products. This is in keeping with basic and fundamental concepts of fairness and is rooted in the protection of our own brand and the avoidance of unfair competition.”
The document further explained that ABS-CBN is “not restricting advertisers from engaging talents associated with, or directly connected, with our competitors,” but should advertisers choose to hire “talents from competing networks in their advertising materials,” the advertising materials “should not contain images where said talents/endorsers appear as characters from any program, which directly competes with any program of ABS-CBN” and should not “display or exposition of any component, segment or any element which directly relates to the theme and tone of competing programs.” - Source - PEP.PH
Based on ABS-CBN’s memo, it can be deduced that the AlDub commercials had to be edited because the use of the split-screen, picture-in-picture, and Dubsmash is closely associated to GMA’s Eat Bulaga!, competing program of ABS-CBN’s It’s Showtime. - Source - PEP.PHIf you wanted to see the AlDub's commercials in full, you can freely watch some of them below.