O VVD, o D66 e o FvD foram, de longe, os que mais fizeram propaganda nas últimas eleições provinciais, de acordo com uma análise da agência de pesquisa Nielsen. Os candidatos geralmente dependem de improvisações devido à falta de recursos financeiros.
Na batalha por comerciais de TV, outdoors, spots de rádio e anúncios de jornal, o VVD e o D66 são as superpotências da política holandesa. Os dois partidos da coalizão gastaram mais de um milhão cada um em publicidade na última eleição. A certa distância vem o recém-chegado Forum for Democracy (FvD), com gastos de mais de 655.000 euros. Depois disso, nada acontece por um longo tempo; notavelmente, o SGP é o maior dos partidos menores em campanha.
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.
O D66 também fez muita propaganda na televisão. O gasto bruto de mídia do comercial com a narração do proeminente partido Jan Terlouw, exibido nos três canais da NPO e na RTL4, foi de quase 4 milhões. O Forum for Democracy foi exibido nos canais NPO, RTL, Veronica, SBS e Discovery Channel e gastou quase 2,5 toneladas.
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.
Para o PVV, é impossível competir com o poder financeiro do novo rival de direita, o FvD. Wilders não conseguiu mais do que dois anúncios no jornal diário De Limburger no valor de 9.690 euros.
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.
Esta é uma adaptação do artigo A fragmentação política que apareceu anteriormente no Volkskrant de 27 de março de 2019 também é visível na violência da campanha.
