Acquisition of 47.09% of the capital increases the broadcaster’s participation in the outdoor advertising market
Cade (General Superintendence of the Administrative Council for Economic Defense) approved the acquisition of 47.09% of Eletromidia’s capital by Globo Comunicação e Participações SA. The decision will allow Globo to expand its operations in the outdoor advertising market. The information was published by the newspaper
Globo acquired the stake in the investment fund Vesuvius LBO, managed by HIG Capital, for approximately R$1.7 billion. The operation involved the purchase of 65,923,980 shares at R$27 each, including an additional premium of R$131.8 million, equivalent to R$2 per share.
Eletromidia operates in the street furniture advertising segment, using digital screens and static panels. The company operates in several Brazilian cities and offers solutions in transport, airports, residential and commercial buildings, shopping malls and public spaces. With this diversity of platforms, Globo expands its options for in-car advertising.
Before the acquisition, Globo controlled 27.01% of Eletromidia’s share capital. After the transaction, the stake rose to 74.01%, strengthening its presence in the outdoor advertising sector. Expanding control will allow the company to serve a more competitive market with greater efficiency.
Cade determined a period of 15 days for the local authority court to evaluate the operation. If no one requests analysis within this period, the transaction will be completed automatically. This task will strengthen Globo’s strategy of diversifying its media platforms and reaching a wider audience.
