VVD, D66 dan FvD beriklan paling banyak pada pemilihan umum provinsi terakhir, menurut analisis dari lembaga riset Nielsen. Para pengejar sering mengandalkan improvisasi karena kurangnya kekuatan finansial.
Dalam pertarungan iklan TV, papan iklan, spot radio dan iklan surat kabar, VVD dan D66 adalah negara adidaya dalam politik Belanda. Kedua partai koalisi ini menghabiskan lebih dari satu juta dolar untuk iklan pada pemilu terakhir. Di belakangnya ada pendatang baru Forum untuk Demokrasi (FvD) dengan pengeluaran lebih dari 655.000 euro. Setelah itu tidak ada lagi yang muncul dalam waktu yang lama; yang luar biasa, SGP adalah yang terbesar di antara partai-partai kecil yang berkampanye.
Nielsen’s research shows that political fragmentation has also hit the campaigns. Only four parties have invested heavily in the mass medium of television. The VVD bought broadcasting time from NPO, RTL, music channel XITE and Ziggo Sport for a total of almost 670,000 euros.
D66 juga banyak beriklan di televisi. Pengeluaran media bruto untuk iklan dengan pengisi suara oleh tokoh partai Jan Terlouw ditayangkan di tiga saluran NPO dan RTL4 mencapai hampir 4 juta. Forum untuk Demokrasi ditayangkan di NPO, RTL, Veronica, SBS dan Discovery Channel dan menghabiskan hampir 2,5 juta.
In addition to ‘the big three’, only the PvdA has invested a considerable amount in television. The commercial in which a child in the womb talks about its future was shown on NPO1 and NPO2. Asscher and his advertising advisor also managed to force a free screening at De Wereld Draait Door. The PvdA has become more dependent on that kind of free publicity, because of the party’s difficult financial situation. In fiscal year 2017, the party had a negative result of almost 8 tons.
The former superpower CDA, which had a negative result of almost 9 tons in 2017, now also has to improvise. The party did have a commercial made in which party leader Sybrand Buma wishes everyone ‘a very good morning’, but the commercial was ultimately broadcast only twice and also at relatively cheap times. The advertisement has nevertheless become known because it was talked about in many talk shows. That was also the aim of the CDA.
Bagi PVV, mustahil untuk bersaing dengan kekuatan finansial dari saingan baru sayap kanannya, FvD. Wilders hanya mendapatkan dua iklan di surat kabar harian De Limburger senilai 9.690 euro.
Political parties also appear to spend a relatively large amount of money on outdoor advertising, such as posters in bus shelters and digital signs along highways. With over 4 tons, D66 is a clear leader in outdoor advertising, according to Nielsen. D66, for example, advertised with a large advertising column near the highway right next to the coal-fired power station in Amsterdam with the text ‘we will remove it’. Cost: at least several thousand euros. A party like the PvdA can no longer keep up and only spent about 1,200 euros on billboards.
The campaign’s black box continues to be activities on social media. Advertisements on Facebook and Instagram are tailored to specific target groups. Most parties agree that the costs of a digital campaign are still relatively modest. Even a party like GroenLinks, which relies heavily on social media, in its own words set aside ‘only’ 50,000 euros for the digital campaign in the last campaign.
Artikel ini diadaptasi dari artikel Fragmentasi politik yang muncul sebelumnya di Volkskrant pada 27 Maret 2019 juga terlihat dalam kekerasan kampanye.
