Rail Systems and Subways
Subways and rapid transit systems offer a variety of advertising opportunities. They include printed and backlit posters on platforms and walkways, entrance displays, station clocks, and special in-car signage.
Primary Uses
Used to reach commuters in major markets. High frequency due to daily passenger use. Some displays, such as urban panels, have exposure to street traffic as well. Subways and rapid transit rail displays can be employed for their targetability and used in conjunction with other out of home formats.
Availability
Available in major markets, including New York, San Francisco, Chicago, Philadelphia, Washington, DC, Atlanta, Miami, Cleveland, Baltimore and Buffalo.
Research/Market Information
Circulation estimates are determined by monthly passenger counts provided by transit authorities. Audience profiles and other marketing information made available from sellers.
Method of Purchase
Offered in a variety of program sizes reflecting levels and periods of exposure.
In-Station Media
The basic one sheet, two sheet, and three sheet are located on subway and train platforms as well as in the track areas of rail terminals. Urban panels are posters located at subway entrances. All are printed and dry-mounted in frames. Dioramas and mini-spectaculars are giant transparencies, backlit to enhance visibility.
Clock displays are backlit and located above platforms or in corridors of terminals.
All locations offer high-traffic exposure to transit passengers.
Case Studies
Selected Formats
- Directional and Commuter Clocks
- Station Posters
- Backlit Super Squares
- King Size Posters
- Backlit Posters
- King Size Dioramas
- Standard Dioramas
- Turnstile Ads
Primary Uses
Used to reach commuter audiences. Potentially longer viewing time allows for more copy than on standard outdoor posters. High frequency is due to daily commuting patterns (as high as 22 times per month)
Availability
Most major markets with rapid transit, subway, or commuter rail systems.
Research/Market Information
Monthly passenger counts supplied by transit authorities are used to estimate circulation. Demographic information available from sellers
of the media.
Method of Purchase
Purchased in GRP programs reflecting percent of exposure to total ridership in four week units.
Station Domination
Advertisers can often buy all or a combination of the locations in a station often referred to as a ‘station domination’. Created specifically for
each advertiser, these programs combine such traditional out of home media as posters, junior posters, dioramas, and clock displays with specially designed, often larger-scale items such as banners, wall murals, floor graphics, and actual product displays, which can be interactive.
Interior Car Cards
Interior subway car cards are positioned in frames above passenger seats. Some markets offer backlit panels. Rail cards are on bulkhead
walls of most commuter coaches, and near doors.
Case Studies
Primary Uses
Used to reach subway and suburban rail riders. Longer viewing time allows for more copy than standard posters. Regular riders mean high frequency. Suburban area stations reach upscale audiences.
Availability
Subway
Major cities including New York, Boston, Philadelphia, Chicago, Washington, DC, Atlanta, San Francisco, Miami, Cleveland, Baltimore, and Buffalo.
Commuter Rail
Major cities including New York, Philadelphia, Chicago, Washington, DC, Atlanta, and Buffalo.
Research/Market Information
Circulation estimates are made from monthly passenger counts provided by local transit authorities. Other marketing data obtainable from sellers.
Method of Purchase
Interior car cards are purchased in GRP programs reflecting the percent exposure to total ridership.
Production
Printing
Lithography and screen printing or digital, halftone and flat-tone as well as full color. In small quantities, copy may be photographically produced.
Stock
Commuter Cards
5-ply (20 point), semi-gloss stock; Flexcon 4-mil adhesive vinyl, top-coated; 4-mil Fascal 1500 series vinyl with R-125 removable adhesive. Railroad specifications will dictate stock requirements.
Subway Posters
70 lb or 80 lb wet strength, opaque poster paper.
Subway Cards
4-ply 18 point CIS Bristol or printed on paper and dry-mounted on 18 point card stock.
Mechanicals
Finished art should be scaled 1/4” to 1”. Digital output 300 dpi.
Sections
Printed in one section only.
Overage
For commuter card cards, vinyl posters require a 30 percent overage each four week posting. Posters printed on 5-ply require an overage of
50 percent each month.Subway cards require 50 percent per four week campaign.
Delivery
Ten working days prior to posting date.