FOI request detail

People's Vote Advertising

Request ID: FOI-3448-1819
Date published: 09 April 2019

You asked

I am making this request after seeing an advertising board in Earl's Court station yesterday (below platform 1, near the escalator down to the Piccadilly line), which was advertising a march organised by People's Vote Limited. Can you tell me, in the first instance: • Who paid for this advertisement? • How much did they pay? • How long has the advertisement been paid for? (When did it get installed? When will it be replaced?) Having answered the above, could you please tell me about any advertisement(s) paid for by that same company/person in 2019. Specifically: • How much have they spent on advertising through TFL? o In total o By station and campaign (if more than one) • What has this spending gone towards? o How many ads? o Where are/were the ads? (By station is fine) o How long will/has each ad be(en) in place?

We answered

Our Ref:         FOI-3448-1819

Thank you for your request received on 16 March 2019 asking for information about advertising for the People’s Vote.
Your request has been considered in accordance with the requirements of the Freedom of Information Act and our information access policy. I can confirm we hold some of the information you require.
People’s Vote Limited have run three commercial advertising campaigns on the TfL network:
• The first campaign ran for one day, 18 October 2018, and the rate card value for this campaign was £40,114.80. This campaign ran on escalator panels in stations at Baker Street, Bank, Embankment, Euston, Leicester Square, London Bridge, Oxford Circus, South Kensington, Victoria and Waterloo. It also ran on LCD screens in Bank, Embankment, Euston, Leicester Square, London Bridge, Oxford Circus, South Kensington and Waterloo
• The second campaign ran in Westminster station from 14 January 2019 – 27 January 2019. The rate card value for this campaign was £15,976.
• The third campaign ran from 11 March – 24 March on 105 x 6 sheets, 30 x 16 sheets and 30 digital screens. This campaign was booked under ‘general distribution’, meaning we do not have a record of which stations or locations the campaign was displayed. The rate card value for this campaign is £74,000.
All of these campaigns were supplied and paid for by People’s Vote Limited. Please note that the values given for each campaign are rate card values – the actual price paid by the advertiser is subject to negotiations with TfL’s advertising partners.
In accordance with the FOI Act we are not obliged to supply the final price paid for these campaigns as this is subject to a statutory exemption to the right of access to information under section 43(2). The disclosure of the negotiated rate would prejudice our ability to maximise future revenue from advertising.
In this instance the section 43(2) exemption has been applied to the final price paid as disclosure would be likely to prejudice our commercial interests. These values are subject to negotiation with the advertising partner, and the disclosure of any negotiated rate would prejudice our ability to maximise future revenue from advertising.
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 but in this instance the public interest in ensuring that we are able to obtain the best value for public money outweighs the general public interest in increasing transparency of our processes.
If this is not the information you are looking for please feel free to contact me.
Please see the attached information sheet for details of your right to appeal.

Yours sincerely

Gemma Jacob
Senior FOI Case Officer
FOI Case Management Team
General Counsel
Transport for London
[email protected]

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