Viacom Scoops Tyne & Wear Metro Contract
Billboard advertising across the Tyne & Wear Metro system will be handled by Viacom Outdoor from next month, as the company scoops the previously in-house contract to operate poster sites across the network’s 57 stations.
The deal, worth £10 million over the next five years, was awarded to Viacom by Metro network operator, Nexus, which is keen to open its travelling audience up to national advertisers to expand the business base while maintaining local advertiser presence.
The Metro network operates around Newcastle, Sunderland and Gateshead, with rail connections linking the areas’ key football grounds with Newcastle Airport and representing the UK’s largest Metro system outside of the London Underground.
The latest deal provides Viacom’s rail portfolio with a sizeable boost, building upon current contracts with Arriva Trains Wales, Chiltern, Merseyrail, Transpennine Express, Central Trains, Scotrail, First Great Western Link, and GNER. The company’s rail footprint now enjoys a 27% share of all journeys in the UK.
Announcing the expansion, Andrew Oldham, joint managing director of Viacom Outdoor, said: “Our national rail proposition just keeps on growing. The Tyne & Wear Metro offers advertisers a highly focused major urban centre and exposure to over 40 million passenger journeys a year. Despite what anyone else may claim, if you want anything like national coverage on rail and to reach consumers on the move in key cities, you simply cannot afford to miss out the significant audience we offer.”
Viacom has pledged to implement a “considerable” investment programme to upgrade the Metro’s billboard sites, as well as bringing some of its “successful products and innovations” from the London Underground to the network. Viacom Outdoor will take over the contract on 28 March.
Viacom’s current contract with London Underground is currently up for tender for the first time in ten years, offering a near £1 billion contract for advertising space on its trains and platforms. While Viacom have pledged to re-bid for the deal competition is expected to be fierce, with interested parties thought to include Clear Channel and Maiden Outdoor (see Tube Set For Bids On £1 Billion Ad Contract).
Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk
Recent Stories from NewsLine Digital Radio Penetration Hits Record Level New Emap Advertising Director Gives Focus On Luxury ITV Extends Movie Rights Deal Into 2006
Subscribers can access ten years of media news and analysis in the Archive