中国国家市场监管总局10日公告称,依法附加限制性条件批准分众传媒收购成都新潮传媒集团股权案。这是中国广告业领域首起附条件批准的经营者集中案件。
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分众传媒为国内电梯媒体广告市场头部企业,新潮传媒排名第二。
中新社北京10月10日电 (记者 刘亮)中国国家市场监管总局10日发布公告,附加限制性条件批准分众传媒信息技术股份有限公司(下称分众传媒)收购成都新潮传媒集团股份有限公司(下称新潮传媒)股权案。
国家市场监管总局反垄断二司副司长谢方当天在北京举行的新闻发布会上介绍,该案是中国广告业领域第一起以附加限制性条件批准的经营者集中案件。本案的附条件批准,是反垄断执法在广告传媒这一重要民生服务领域的进一步深化,也体现了中国对传统服务行业竞争秩序的高度关注。
据介绍,审查过程中,市场监管部门进行了多轮实地调研、数据测算和市场访谈。经审查,分众传媒是国内电梯媒体广告市场的头部企业,市场份额达到50%以上,具有市场支配地位。新潮传媒的市场排名位居第二。集中将进一步巩固分众传媒的市场支配地位,集中后实体对下游广告主的议价能力将进一步增强,有可能通过提高价格、降低服务质量或附加不合理交易条件等方式损害广告主和消费者利益。
谢方指出,在审查时市场监管部门也注意到,从广告行业整体运行状况看,线上广告渠道的持续分流、其他户外广告类别形成的间接竞争约束,可在一定程度上弱化本项集中对竞争产生的不利影响。综合来看,申报方提交的附加限制性条件承诺方案可以有效减少集中带来的竞争影响,国家市场监管总局决定附加限制性条件批准此项集中。

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