The Institute of Practitioners in Advertising is poised to force the
Capital Radio Group to cap its soaring share of national radio sales
revenue as other media become increasingly worried that its dominant
position could set a dangerous precedent.
The IPA wants to cap Capital’s share at 61 per cent of national airtime
sales and is drawing up a list of additional undertakings that it may
require from Capital in order to safeguard against a possible abuse of
its market share.
The undertakings could jeopardise Capital’s current bid for the
Yorkshire regional licence. The move comes as the media industry grows
increasingly concerned about the recent consolidation in radio airtime
Last month, Emap Radio shifted all its sales into MS&M, effectively
giving the Capital Radio Group around 61 per cent of national revenue,
according to the IPA.
David Mansfield, general manager of Capital Radio, said: ‘Capital’s
position has always been that it competes for ad revenue with the whole
market, not just radio. Therefore, to segment the radio market into
national and local and amalgamate Capital and MS&M’s shares of that
market when they are sold separately is inappropriate.’