The BBC is set to become the UK’s biggest outdoor advertiser having negotiated a deal that will give it £20m worth of exposure on poster sites around the country.
BT, excluding BT Cellnet, was the UK’s biggest outdoor advertiser in 2000, spending £8.6m on posters (AC Nielsen/MMS).
The BBC was due to strike a deal through outdoor media specialist Poster Publicity last month giving it more than 1,000 poster sites on a permanent basis over the next year (MW February 14). At the time it was expected that the BBC would put about £10m of its £20m plus media spend into the medium.
In fact the deal, now finalised, will result in the BBC putting more than 90 per cent of its advertising spend into the medium over the year beginning in April.
A permanent portfolio of sites will enable the BBC to place campaigns one after the other without a break.
They will be used to promote the BBC’s new digital services such as CBeeBies, CBBC, arts channel BBC 4, and a raft of radio stations.