Outdoor in the spotlight
Published 20/05/2010 | 05:00
THE Office of Fair Trading's probe into the UK outdoor advertising market is likely to be closely watched on this side of the Irish Sea, given the striking similarities between that market and our own.
The OFT is looking at "whether the market works well" in offering deals that are "fair, competitive and transparent", given the highly concentrated nature of the sector.
Media sources here point out that the Irish market is similarly concentrated -- Clear Channel is the be all and end all for bus shelters, JC Decaux has Dublin Bus, metropoles and 48 sheets, and Bravo has all of CIE's itinerary.
The names involved here are similar to the UK's too -- with the exception of Bravo, a local player born from the withdrawal of Titan, the cast of Ireland's major players is almost identical to the cast across the water.
"It's certainly something we'll be watching," says one media agency boss.
With the OFT's verdict not due until December, the Irish industry will be watching for a while yet.