Running independent again in 2010 (although adopted by the Liberal Party and the Partido ng Masang Pilipino), Osmeña refused to participate in the sorties of his adoptive parties and opted instead to campaign all by himself. He graced radio programs and television interviews. Running on a shoe-string budget, Osmeña did not have the volume of posters and billboards of his opponents. He had television advertisements that to him would be more effective and more prudent to reach the electorate. Osmeña placed tenth and became a senator again for the third time.