I'd like to request the information surrounding the out-of-home billboards advertising the so-called People's Vote in central London today. I'd like to know: (a) How many digital or physical OOH units were dedicated to advertising the so-called People's Vote, (b) the duration these advertisements were promoted, (c) which organisation paid for these advertisements, (d) how much they paid for these advertisements, (e) how much the same units are paid for by commercial organisations, & (f) did the Mayor have a role in determining in any way the use of the OOH units to advertise this organisation or a reduction in the amount paid by the organisation for these units. Any and all information surrounding this booking of these City Hall and TFL assets would be greatly appreciated.

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Our ref: FOI-1888-1819/GH 

 

Thank you for your request received by Transport for London (TfL) on 20 October 2018 asking for information about People's Vote booking of Out Of Home units. 

 

Your request has been considered under the requirements of the Freedom of Information Act 2000 and our information access policy. I can confirm that we do hold the information you require: 

 

How many digital or physical OOH units were dedicated to advertising the so-called People's Vote   

This campaign was booked on 11 digital escalator panel runs and 50 LCD screens across the transport network. 

 

The duration these advertisements were promoted  

This was a one day campaign which ran on 18 October 2018. 

 

Which organisation paid for these advertisements  

The campaign was paid for by Peoples Vote UK. 

 

How much they paid for these advertisements  

The price paid for advertising space is subject to negotiations between the client and Exterion Media, who are our advertising partners, and we are not obliged to provide you with this information as it is subject to a statutory exemption to the right of access to information under section 43(2). In this instance the section 43(2) exemption has been applied as disclosure of any negotiated rate would, or would be likely to, prejudice our commercial interests, as well as those of Exterion Media, by affecting the likely outcome of future negotiations with other advertisers.  

 

The use of this exemption is subject to an assessment of the public interest in relation to the disclosure of the information concerned. We recognise the need for openness and transparency by public authorities, particularly where the public money is concerned, but in this instance the public interest in ensuring that we are able to obtain the maximum revenue contribution, to support the delivery of TfL’s services, outweighs the general public interest in increasing the transparency of our processes. 

 

How much the same units are paid for by commercial organisations  

The rate card value for the campaign is the same for any organisation. The rate card is the indicative value of the advertising space set by the advertising partner, in this case Exterion. This is then subject to change through negotiation – i.e. if a brand wants to take the space for longer, or if the brand decides to take a package of different types of advertising space (i.e. escalator panels, tube panels) it may come at a changed price. The standard advertisement rate card value for the campaign would have been £40,114.80, however please note the rate card value does not necessarily take into account negotiations or discussions regarding specific requirements of the campaign. 

 

Did the Mayor have a role in determining in any way the use of the OOH units to advertise this organisation or a reduction in the amount paid by the organisation for these units 

No. It was not shared with the Mayor or City Hall and neither TfL or Exterion received any instruction from the Mayor or City Hall to run this campaign or to give any discount to the advertiser. 

 

If this is not the information you are looking for please do not hesitate to contact me. 

 

If you are not satisfied with this response please see the attached information sheet for details of your right to appeal. 

 

Yours sincerely 

 

Graham Hurt 

FOI Case Officer 

FOI Case Management Team 

General Counsel 

Transport for London

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