Le Figaro Lyon
The return of the long Easter weekend will be accompanied by a little novelty for the 500,000 subscribers of the Lyon metro. The digital advertising panels installed in recent years will in fact remain off from April 1. The environmentalist executive in the metropolis of Lyon, wishing to drastically reduce advertising in public spaces, has in fact not renewed the contract which linked the organizing authority Sytral Mobilités and the company Clear Chanel, operating these media.
“All digital advertisements will disappear from our Lyon Metro network as of April 1, 2024
,” announced the president of the Metropolis, Bruno Bernard (EELV), on the social network
X. Less energy consumption, less advertising saturation
. The 120 digital advertising screens scattered across a dozen metro stations will therefore be removed little by little. This will particularly be the case for the giant screen at Bellecour station. They will be recovered by the operator, assures the president of the metropolis.
The latter underlines the absence of loss of advertising fees for the community.
“It even increases by one million euros compared to the previous contract,”
indicates Bruno Bernard.
For the simple reason that the reduction in the number of advertising spaces makes them more rare and valuable at the same time
. Income which would represent 0.3% to 0.4% of revenue, according to the president of Greater Lyon. These advertising spaces remain on trams and buses. Clear Channel claimed 4,000 advertising faces in 2017.
The community had already significantly reduced the presence of advertising in public spaces with the final adoption of its Local Advertising Regulations (RLP) during the last metropolitan council, at the end of June. It aims to reduce advertising billboards by 60 to 90%.
“We want a Metropolis without advertising saturation, to benefit from our heritage and our landscapes
,” commented Bruno Bernard. The document notably tightens the screws on night-time illuminated signs and advertisements and advertising panels and other large promotional tarpaulins. As for digital advertisements, they have been banned outdoors and limited in windows.