Radio group Global recently acquired Exterion Media, Primesight and Outdoor Plus in the UK, accounting for approximately 30% in market share. The takeover also hands Global exclusive control of panels on the London Underground which, when coupled with its radio portfolio, could be seen as a move towards ‘owning the commute’.

Indeed, data from Route show that digital impacts in Greater London are highest during the rush hours, with cover recorded at just over a quarter. Up to five million passengers use the tube per day and Transport for London – which maintains the network – generated £152m from advertising in FY17/18.