The watchdog's ruling Monday comes as the
The bureau said its investigation concluded the merger was "likely to substantially lessen competition" in
"Outedge and Bell vigorously competed with one another in these markets where there are a limited number of rival suppliers of outdoor advertising services," the bureau said in a statement.
"The loss of that rivalry would have resulted in higher prices and fewer options for customers. Other companies would face significant barriers to enter or expand into these markets."
The bureau's conditional green light means Bell must sell off 669 advertising displays, including certain digital displays, across the five markets. It said that requirement will ensure a purchaser has a sufficient diversity of assets to compete with Bell.
Bell Media president
"Our now expanded national inventory of both digital and out-of-home assets will drive even better, industry-leading results for our advertising partners," he said in a news release.
Bell Media, which owns television and radio stations as well as digital and out-of-home media assets, bought Astral Media in 2013 for
It has around 45,000 advertising displays that are part of the Astral brand.
Before the competition watchdog imposed its conditions for the latest deal, experts had estimated the move would increase Bell’s share of the out-of-home advertising market in
This report by The Canadian Press was first published
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