Dutch political parties have in the month before the European Parliamentary elections is sure to 200,000 euros have been spent on advertising on Facebook, shows an analysis of NU.nl. How was that money spent?
NU.nl analyzed the political Facebook ads in the thirty days until the European elections on 23 may, the day on which the Netherlands go to the polls went.
What the exact strategy of the Dutch parties on Facebook, is at this moment not to find out. But the European elections were the first elections where Facebook in the Netherlands an overview of political ads shared.
In total gave the political parties more than 200,000 euros on Facebook ads. The SP is good for a quarter of them (49.000 euro). Followed by D66 (34.000 euro), GroenLinks (28.000 euro), the VVD (17,000 euros) and the PvdA (15,000 euros). Together, the five parties well for three-quarters of the spent money.
The most expensive Facebook ad of a Dutch party came from the VVD. The party gave according to Facebook, there are between 5,000 and 10,000 euros to the promotion of a movie that was aimed at Forum for Democracy (FVD). This ad was sure to 200,000 times seen.
Not only the PARTY but also the y was prepared to make relatively a lot of money to lay down for an ad in which criticism is delivered on the party of Thierry Baudet. The party gave between 1.000 and 4.999 euros.
How much the VVD and GroenLinks, exactly, their messages have been issued, is not clear. Facebook will share the data in broad categories. It gives Facebooks advertentieoverzicht only an indication of the spent amounts per ad.
Statements of political ads on social media are incomplete
Opponents defame is relatively little for’
Also the SP, who has the most money spent on Facebook ads, fell in an online advertising another party. In early may of this year, the party is a film of the fictional Hans Brusselmans, in which an anti-European sound is voiced and PvdA-party leader Frans Timmermans on the heel is taken.
The attacks of other parties in advertisements is, according to Tom Float, who at the University of Amsterdam doing research on online political campaigns, in the Netherlands, traditionally little for.
“In the Netherlands, we see normally, especially ads that tried to explain why the voter for a particular party should vote and advertisements that call to go vote. The parties do traditional very little to defame, because after the elections are always coalitions should be formed.”
From the advertentiebibliotheek of Facebook shows that the political parties on may 23, the day of the elections, stressed that their voters to the polls had to go.
D66 paid, for example, between 1,000 and 5,000 euros for an ad with the text: “Let your future be determined by others. Go vote!” This ad was certainly 500,000 times seen.
This strategy – which votes in and of itself, more stressed than a political message – is, according to Float, it is not surprising, for elections in which the opkomstpercentages traditionally low.
“In the last days before an election use of parties’ online ads especially for the people who are most likely them will vote, but of whom it is not certain whether they actually go vote,” says Sinker.
Why online advertising?
Most of the political parties give money from ads on Facebook, but online campaigns actually do? According to GroenLinks, that nearly 28,000 euros spent on ads on Facebook, online campaign, very important for the party, because in that way, potential voters can be reached. And also at the SP, according to the party “firmly invested in an online basis”.
According to Float, it can be an online ad, potentially more convincing than a newspaper ad or tv spot. “In online advertising, you can on a specific target audience, which often does not realize that the ad specifically for them is made. You can, for example, a separate ad make about pensions is that only pensioners get to see.”
“A risk is that voters this may have a wrong picture of what a party is really important. Maybe pensions for this party is not at all a prominent topic. The science is still not sure if people would actually be convinced by personalized advertisements than general advertisements. There is at parties, in each case, a strong faith that it works.”
Forum for Democracy, PVV and THINK advertising is not
There were in the Netherlands, parties that are not on Facebook have been advertised in the European elections. This was Forum for Democracy, PVV and THINK.
Why the parties have chosen is ambiguous. According to Float, these parties may be trusted that their Facebook messages, even without any money from to give enough people would achieve.