Irish and UK transport deals swell TDI ranks

US transport ad agency TDI will almost double in size with the acquisition of a five-year contract for all public transport ads in Eire and its expected acquisition of British Transport Advertising’s buses.

An announcement is imminent on the buyer of BTA’s advertising contracts for 13,000 buses in the UK, put up for sale by the Maiden Group after it acquired BTA in June.

TDI is expected to beat rival Buspack to the contracts, giving it about 70 per cent of UK bus advertising.

The Office of Fair Trading has relaxed its attitude to outdoor acquisitions since the BTA deal and the move is unlikely to fall foul of the regulator.

Maiden is understood to want to use money raised by the sell-off for further acquisitions of regional contractors.

The Eire deal gives TDI one third of the outdoor market in the Republic, through the state-owned transport company Coras Iompair Eireann (CIE).

TDI will sell advertising space in conjunction with the Irish outdoor company Metro Advertising Group. Together they will handle 1,000 roadside posters, 953 buses and 3,060 interior train sites.

The deal also includes Dublin’s Dart transport system and sites in railway stations and on railway bridges. Metro also handles 25 per cent of bus advertising in Northern Ireland.

“This is our first move into roadside advertising outside the States and the next stage of our expansion,” says TDI managing director Jeremy Maile.

“We continue to be interested in the UK roadside.”

Maile declined to comment on TDI’s acquisition of BTA’s buses.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here