It is pathetic that the quest for the most important leader of the nation is actually degenerating into a box office contestIt is pathetic that the quest for the most important leader of the nation is actually degenerating into a box office contest.

As the temperature rises, so does the heat in the nearly farcical political campaign that is upon us.

The most charming audiences of the TV ads are the children we observed -- and easily the hands down winner among the spots are those from Manny Villar. We glean this from the spontaneity by which kids in street corners and playgrounds just burst into the melody, singing the lyrics of Villar’s now iconic jingles.

Television is where the battle for the most powerful slots in the land is being played and from all accounts, it is not merely a fight between Noynoy Aquino and Villar but a popularity contest between their respective endorsers, Kris Aquino and Willie Revillame.

It is pathetic that the quest for the most important leader of the nation is actually degenerating into a box office contest, never mind that both star endorsers are from one TV network. An interesting sidebar to this is that Pacquiao is relegated to the wings, despite his international stature. The boxer’s dismal showing in the concert scene coupled with his humbling defeat in his attempt to snag a congressional slot in 2007 has relegated him to a support role.

To many a Pinoy fan, the contest between Aquino and Villar is in truth as basic as a contest between GMA and ABS-CBN, Globe and Smart or Cebu Pacific and PAL Express. It boils down to which endorser has more credibility, more drawing power and more public charm.

This again paints a sad picture of our political maturity as a nation. Philippine elections are nothing but a competition For years, she was a resident of Anak TV’s Most Disliked roster. Until President Cory’s death. Kris wormed her way into the hearts of people, many of them who never really liked her in the past. Her Anak TV ratings zoomed expectedly. (This year’s derby will vindicate her or prove her wrong and clarify once and for all the suspicion that it was mere sympathy vote.)

On the other hand, Willie Revillame has not graduated from the same roster, battling it out for the top spot with his arch-nemesis in the other station. He does have a huge following, the very crowd that cannot dissociate the TV star from the dispenser of money and prizes. It therefore comes as no surprise that Villar is hounded by throngs who troop to his campaigns with a moist eye on his pocket, the same way they line up under the heat to get inside the studio for a crack at a generous prize from Willie’s show.

One also wonders whatever happened to Loren Legarda and her bruited credibility and mass appeal, her wining formulae in previous polls. She lags in surveys. Not even Sarah Geronimo’s popularity could not rub off on the poor former broadcaster.

Does this mean that Geronimo does not have the same magic that Judy Anne Santos wielded for Madrigal three years ago? Or is it a case of a faulty product?

It all boils down to elite politics being chiefly a television battle. Woe to the candidate with the least adspend for the boobtube. More pity to the well meaning candidate who is in a time warp with only his posters and flyers to transport him into the consciousness of voters.