Dr Alison Sprague


Dr. Alison Sprague is a partner in CEG’s London office. She has more than 15 years’ economics consulting experience and specialises in the media, entertainment and telecoms sectors, advising private and public sector clients. Her sector experience includes television, radio, film, internet, music, sport, gambling, music, publishing and fixed/mobile telecoms. She has led numerous strategy and economics projects, providing commercial, competition, policy and regulatory advice. She has additionally conducted research into brands and advertising effectiveness and led a number of expert witness reports. Several projects have employed econometric techniques. Clients comprise leading broadcasters; pay TV retailers, and telcos; trade associations; regulators, government departments, and their legal advisers, in the UK and overseas (including the EU, Eastern Europe, South Africa, Russia, India, Hong Kong). Alison has written numerous thought leadership papers - on media plurality (in the UK and Australia), local newspapers, government media policy, copyright, gambling, future business models for fixed and mobile internet, mobile markets in the EU, consumer policy and the competition regime in the UK.  
Alison has expertise in advertising revenue forecasting gained in numerous successful franchise applications and renewals and cases covering competition, deregulation, litigations, due diligence, and privatisation. She has also examined funding models, public value and economic impact in relation to public service broadcasters, assessed possible uses, values and bidders for the UK’s ‘digital dividend’ (UHF) spectrum, and examined the likely impact of changing the amount of permitted advertising minutage on TV.  
She conducted two major studies of pay TV markets in the EU as input to a client’s submission to Ofcom’s pay TV investigation. Other competition experience includes a merger in the Netherlands TV market, EU roaming charges, UK transport pricing, the collective selling of UK sports rights, UK newspaper and magazine distribution, EU and UK fixed-to-mobile termination rates, the UK outdoor advertising sector, EU local loop and leased lines, and GSM spectrum in the Netherlands. She recently appraised international media plurality and competition regimes as input to a regulatory response on behalf of a major satellite industry association. She has additionally examined sports rights including an estimation of the implicit value of the rights to the Champions League in terms of advertising and sponsorship revenue, an analysis of the Premier League’s revenue distribution model, an assessment of the regulatory and competition issues in respect of the Premier League’s next sale of its broadcast rights, and reviewed an expert report regarding the collective selling of football rights following an investigation by the OFT.  
Many of the studies she has led have been published, including: the BBC’s educational activities for the BBC Trust; the European pay TV sector in support of client submissions to Ofcom’s pay TV investigation; advertising effectiveness; the economic impact of the BBC, how Ofcom takes into account the consumer interest in its regulatory processes; the assumptions underpinning the reach projections for the BBC iPlayer; measuring media plurality on behalf of News Corporation, and a report for Ofcom on the commercial viability of local TV.  
Alison has three degrees in economics. She was Research Assistant to Professor Patrick Minford and her M.Phil and D.Phil theses supervisor was Professor Stephen Nickell. She was also a college lecturer at Oxford University. Prior to joining CEG, she held positions at FTI, PwC, KPMG and NERA. She is a member of the IAB’s Future Trends Working Group and is co-author with Suzanne Rab of "Media Ownership and Control: Law, Economics and Policy in an Indian and International Context" (forthcoming in Hart Studies in Competition Law in 2014).

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