Thursday 6 Jul 2017
Primesight retains Network Rail roadside advertising contract
- The seven-year contract is worth £125m
- Single biggest roadside advertising contract in the UK
- Primesight will build 20 new digital billboards on Network Rail land by year end
- Primesight to take over advertising rights on Network Rail bridges from April 2018
Primesight has retained the Network Rail contract for roadside advertising panels in a deal worth £125m.
The new seven-year contract is the single biggest roadside contract in the UK and made up of over 2,000 billboards.
The reappointment follows a competitive tender process and allows Primesight exclusive rights to develop and market advertising panels on roadside-facing railway land across Britain, providing the best footprint for national cover for advertisers.
Reaching over 78% of the UK population through its roadside portfolio, Primesight will continue investment in transforming the Network Rail portfolio through digital technology. Primesight already has over 70 digital 48 and 96-sheets and will look to leverage this capacity on one of the nation’s most visible out-of-home estates. Primesight anticipate building another 20 digital billboards on Network Rail land by the end of the year.
As part of the new agreement, Primesight will also take over the advertising rights on Network Rail bridges from April 2018. This contract, which is currently held by Clear Channel, has some high demand locations at Vauxhall and London Bridge which will also be developed into digital sites.
David Biggs, managing director at Network Rail Property, said: “The successful management of our advertising assets is a key factor in maximising the value of our estate. The revenue that this work generates is reinvested back into the railway helping to support our upgrade programme.
“We have worked very successfully with Primesight over the last seven years and look forward to building on this strong relationship. We are particularly excited about the planned expansion of the digital capabilities of the estate, vastly extending opportunities for advertisers.”
Naren Patel, CEO at Primesight said: “We are delighted to have been reappointed to the Network Rail contract, which cements our #1 position in the Classic billboard market. The addition of the Network Rail bridge estate is a testament to our focus on the billboard sector of the Out of Home industry. We look forward to the next seven years during which we will be focusing on digital investment to make the most of this portfolio.”
Primesight Ltd is one of the leading out-of-home media owners in the UK with 150 staff. The company manages over 20,000 advertising sites, with recent investment focused on the development of ‘Network’ – digital billboard locations in cities throughout the country. Primesight have a mission to ‘Make an Impression’ operating the broadest reaching OOH advertising portfolio in the UK encompassing roadside, transport and cinema environments. Our partners include BT, Network Rail, TFL, Manchester Airport Group, DCM and Co-op. Primesight were awarded a 2-star status in the 2017 Best Companies awards, and are current holders of Campaign Outdoor Sales Team of the Year in 2015 and 2016 and Media Week Media Brand of the Year 2016
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About Network Rail
Network Rail owns, manages and develops Britain's railway - the 20,000 miles of track, 40,000 bridges and viaducts and the thousands of signals, level crossings and stations (the largest of which we also run). In partnership with train operators we help people take more than 1.65bn journeys by rail every year and move hundreds of millions of tonnes of freight, saving almost 8m lorry journeys. We employ 38,000 people across Britain and work round-the-clock, each and every day, to provide a safe, reliable railway.
About the Railway Upgrade Plan
The Railway Upgrade Plan is Network Rail's investment plan for Britain's railways. It makes up two-thirds of Network Rail's £40bn spending priorities for the five years to 2019 and represents the biggest sustained programme of rail modernisation since the Victoria era. It is designed to provide more capacity, relieve crowding and respond to the tremendous growth Britain's railways continue to experience; passenger numbers have doubled in the past 20 years and are set to double again over the next 25 years - so we need to continue to invest in building a bigger, better railway. For passengers, that means:
- longer, faster more frequent trains;
- better, more reliable infrastructure; and
- better facilities for passengers, especially at stations.