調査会社ニールセンの分析によると、VVD、D66、FvDは前回の地方選挙で圧倒的に多くの広告を出した。追随勢力は資金力不足のため、しばしばアドリブに頼っている。
テレビCM、看板、ラジオスポット、新聞広告の争奪戦において、VVDとD66はオランダ政治の超大国である。両連立政党は前回の選挙でそれぞれ100万ドル以上の広告費を投じた。少し離れて、65万5,000ユーロ以上を支出した新参のフォーラム・フォー・デモクラシー（FvD）が続く。その後、長い間何もなかった。驚くべきことに、SGPは小選挙区政党の中で最大である。
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はテレビでも大々的に宣伝した。党の著名人ヤン・テルルーがナレーションを担当したCMがNPOの3チャンネルとRTL4で放映され、その総メディア支出はほぼ400万ドルに達した。フォーラム・フォー・デモクラシーは、NPO、RTL、ベロニカ、SBS、ディスカバリー・チャンネルで取り上げられ、ほぼ2.5トンを費やした。
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.
PVVにとって、新しい右派のライバルであるFvDの資金力に対抗することは不可能である。ウィルダースは、日刊紙『デ・リンブルガー』に9,690ユーロ相当の広告を2回掲載したに過ぎない。
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.
これは2019年3月27日付『フォルクスクラント』紙に掲載された記事の翻案である。
