National Public Broadcaster Gets More Space for Linear Advertising

The national public broadcaster is given more room to generate advertising revenue. The Council of Ministers, on the proposal of Minister Moes of Education, Culture and Science (OCW), approved an increase in commercial advertising airtime on traditional TV channels from 8 to 10 percent. He also calls for better use of existing opportunities. Advertising revenues in the funding of the national public broadcaster can thus increase by nearly 12 million euros. This is stated in a letter sent to the House of Representatives today.

This decision stems from the Bontenbal amendment. The House of Representatives decided with this amendment to reduce the government contribution to the national public broadcaster by an additional 50 million euros. At the same time, the House wants to give Ster (the organization that sells advertising space on public broadcaster channels) more room to generate advertising revenue.

Impact Analysis of More Advertising

The Ministry of Education, Culture and Science (OCW) has investigated the effects of increased advertising opportunities for Ster on commercial media companies. The results of that analysis were previously sent to the House of Representatives.

To meet the desire expressed in the amendment to expand advertising opportunities, the minister chooses to increase the maximum allowed advertising time on the linear channels of the national public broadcaster from 8 percent to 10 percent. This reverses an earlier reduction.

The minister does not take the step to lift the existing ban on commercial advertising messages in online video. According to the impact analysis, the online video submarket is growing, although there is uncertainty about how strong that growth will be. This offers opportunities for generating additional advertising revenue for Ster, but Ster would compete in this market with commercial Dutch players. Because the economic interests are significant, the minister does not want to make this decision without a mandate from the House of Representatives or a new cabinet.

The minister also finds it undesirable to allow advertising around childrens programming again.

Minister Moes: “For now, the public broadcaster may generate only limited additional advertising so that Dutch commercial parties are not too disadvantaged. These agreements leave room for both Dutch public and private media. A strong and pluralistic media landscape consists of both. And that leads to an offering that ensures connection and strengthening of the Dutch language and culture.”

Public Broadcaster Budget Cuts from 2027

The letter also provides clarity about the budget of the national public broadcaster in 2027. The budget of the national public broadcaster will be set at 844.7 million euros in 2027 due to cuts in the government media contribution and additional advertising revenue of 11.7 million euros. This means a net cut for the national public broadcaster of nearly 140 million euros. The proposal for the legislative amendment to reduce the government media contribution will be sent to the House of Representatives in early 2026.