The IPA has written to the Office of Fair Trading to recommend that it seek a number of undertakings before approving a merger of JC Decaux and the More Group (see OFT To Give Recommendations On Decaux/More Merger).
They are: that the merged company delivers on its promised £50m investment over the first three years and that the merged company does not raise its prices by more than UK RPI for the first three years. The IPA has offered its assistance to the OFT in the monitoring of these undertakings.
The IPA is concerned that without these undertakings the new company may seek to exploit its dominant position in the six-sheet poster market. The combined ad revenues of the two is estimated to be 22.5% of the total outdoor market, under the maximum ceiling of 25% laid down in the IPA/ISBA/COS statement of 1995.
IPA: 0171 235 7020
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