Primesight retains £125m Network Rail advertising contract

Primesight has retained the Network Rail contract for roadside advertising in a deal worth £125 million.

The seven-year contract is the single biggest roadside agreement in the UK, made up of over 2,000 billboards, and gives the out-of-home media owner the exclusive rights to develop advertising panels on roadside-facing railway land across the country.

Primesight currently reaches more than 78% of the UK population through its roadside portfolio and has over 70 digital 48 and 96-sheets. It anticipates 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. The contract is currently held by Clear Channel.

“The addition of the Network Rail bridge estate is a testament to our focus on the billboard sector of the Out of Home industry,” said Naren Patel, CEO at Primesight.

“We look forward to the next seven years during which we will be focusing on digital investment to make the most of this portfolio.”

David Biggs, managing director of property at Network Rail, said the revenue gained from the new agreement will be reinvested back into the railway to help support their Railway Upgrade Plan.

“We have worked very successfully with Primesight over the last seven years and look forward to building on this strong relationship,” Biggs added.

“We are particularly excited about the planned expansion of the digital capabilities of the estate, which will extend opportunities for advertisers.”