Rail and metro media has grown by more than £50m in the past five years despite the catastrophic state of the UK’s rail and tube networks. It should hit £142.5m this year, equivalent to 20 per cent of the total outdoor market. And new technology, such as cross-track flat TV screens, should expand the sector further, a new report suggests.
Rail and metro media is defined as any advertising within stations, and on-train advertising on national rail, underground and light rail networks. The report, published by outdoor specialist Outdoor Connection, points to developments such as Maiden Outdoor’s Transvision giant screens at selected London railway stations as drivers of future growth for rail and metro media.
Entertainment and media advertisers have invested heavily in the sector and now account for £30.3m, or 23 per cent of advertising revenue. Next comes financial services, spending £16.3m, then travel and retail with £13m each.
Outdoor Connection joint managing director Andrew Allerton says: “If only our rail network was doing as well as the ad revenue it generates.”