Advertising
OFT to review competition in billboard advertising
(TIMESONLINE) - The Office of Fair Trading has launched an inquiry into Britain’s £780 million billboard advertising market.
The move follows complaints that the dominance of a small number of specialist buyers and outdoor media owners may be distorting prices and shutting out potential rivals.
Four companies control most of the UK’s outdoor advertising sites: CBS Outdoor, Clear Channel, JCDecaux and Primesight. Two agencies — Posterscope and Kinetic — take the bulk of commissions for matching advertisers with those billboard owners.
The OFT said that some local authorities that own sites hosting billboards have been locked into contracts preventing them from dealing with billboard operators or advertisers directly and there are concerns this could lead to taxpayers being overcharged.
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