根据研究机构尼尔森（Nielsen）的分析，在上届省级选举中，VVD、D66 和 FvD 的广告投放量最大。由于缺乏财政实力，追逐者往往依靠即兴表演。
在电视广告、广告牌、广播插播广告和报纸广告的争夺战中，VVD 和 D66 堪称荷兰政坛的超级大国。在上次选举中，这两个联合政党的广告投入都超过了 100 万欧元。民主论坛（FvD）以 65.5 万欧元的支出紧随其后。在此之后的很长一段时间内，都没有任何广告投入；值得注意的是，SGP 是小型竞选党派中投入最大的。
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 还在电视上做了大量广告。由党内知名人士 Jan Terlouw 配音的广告在三个 NPO 频道和 RTL4 频道播出，媒体总支出近 400 万。民主论坛 "在 NPO、RTL、Veronica、SBS 和探索频道播出，花费近 250 万。
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.
对于 PVV 来说，它不可能与新的右翼对手 FvD 的财力相抗衡。威尔德斯只在《林堡日报》（De Limburger）上刊登了两则价值 9690 欧元的广告。
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.
本文改编自 2019 年 3 月 27 日《人民报》早些时候发表的文章《政治分裂在竞选暴力中也显而易见》。
