Plans to install a huge digital billboard at Racing Club Warwick's ground have been thrown out by council planners.

Alight Media had applied for planning permission for the LED screen which would have measured 6.4 metres by 3.4 metres.

Multiple objections were received to the plans for Hampton Road, including from Warwick Town Council which said the advert was not in keeping with the local neighbourhood.

Planners at Warwick District Council sided with the objectors and refused to grant planning permission.

"The proposed advertisement is considered to represent an incongruous addition in an area devoid of digital displays, with this resulting in harm to the visual amenities of the streetscene and this section of the conservation area," a council report said.

"As such, the proposals are considered to be contrary to the aforementioned policies."

It continued: "The proposed digital advertisement is considered to result in the introduction of an alien form of advertisement that will appear as an incongruous addition within the immediate streetscene.

"Consequently, the scheme is considered to result in harm to the visual amenity and character of the area, as well as the character and appearance of the conservation area."

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In its application, Alight urged the council to put conditions on the billboard to mean it could only be used during certain times.

It also cited other billboards in the district, such as one at Leamington Railway Station, saying there is a precedent for them.

The application argued: "The proposed advertisement would face directly on to a street scene where commercial, leisure, residential and public uses are in close proximity.

"It is considered that the application proposal would be in keeping with the site's setting, which comprises a mix of old and new buildings of no architectural merit, and a wide range of scales and styles which reflect the varying uses and ages of the buildings."

The application was still refused.

See more here.