‘Vital’ Transport for London ad revenues rise to £152m

Transport for London generated over £150m in advertising revenues in 2017/18.

The operator ran more than 16,000 ads to rake in around £152m last year, up from £142m in 2016/17.

Cash raised, TfL said, is invested back into improving its transport network.

According to figures, advertisements on the TfL estate account for 20% of the UK’s outdoor advertising by value, with that figure rising to 40% in London.

Ads on the organisation’s Tube, rail, bus and road network reach an estimated 31 million journeys every day.

Earlier this month, TfL unveiled the first partners for the new ‘Digital Ribbon’ screens installed at select stations on the London Underground.

Other improvements to ad infrastructure include the introduction of 260 new full-motion screens on the Underground and 60 full-motion ‘cross platform’ screens that reach customers as they wait for their trains.

Outside the Tube and rail network, TfL has installed 12 large digital landscape screens at six key locations along the capital’s main arterial roads.

TfL customer director Chris Macleod said: “Advertising is one of the key ways that we are making the most of the commercial opportunities available, generating vital revenue for investment in improving the transport network for Londoners.

“It’s been an exciting year, where we have seen some truly creative campaigns and have invested in modernising our advertising estate, which remains one of the most valuable in the world.”

He continued: “We also continue to take great care to ensure that the adverts seen on our network are appropriate for our diverse audiences. We are extremely grateful to the Advertising Steering Group for their invaluable guidance and insight in this and many other areas.”