{"id":38743,"date":"2025-07-04T18:38:32","date_gmt":"2025-07-04T18:38:32","guid":{"rendered":"https:\/\/www.europesays.com\/us\/38743\/"},"modified":"2025-07-04T18:38:32","modified_gmt":"2025-07-04T18:38:32","slug":"mtas-ad-blitz-keeps-trains-on-track-in-nyc-while-saving-riders-money","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/us\/38743\/","title":{"rendered":"MTA\u2019s ad blitz keeps trains on track in NYC while saving riders money"},"content":{"rendered":"

TV shows. Gambling. Cosmetics. These are just a handful of businesses that advertise with the MTA<\/a> throughout its massive subway system.<\/p>\n

Some of the ads are fun, colorful and even \u2013 some New Yorkers say \u2013 a joy to read. But transit<\/a> ads are more than just eye candy for the millions of commuters who ride the trains citywide each day. They give large and small companies a stage to introduce their products to a captive audience of all ages and demographics from around the city and beyond.\u00a0<\/p>\n

How much money does the MTA make from advertising?<\/p>\n

The MTA generates significant revenue through these ad partnerships, all of which go toward the agency\u2019s operating budget, offsetting costs separate from capital projects. In other words, the everyday ins and outs of running the country\u2019s largest public transit network, such as emergency repairs, maintenance, cleaning \u2014 all things that keep the trains and buses running.\u00a0<\/p>\n

This year, the MTA expects to bring in about $175 million in ad revenue, which, like fares and tolls, supports the agency\u2019s nearly $20 billion operating budget.\u00a0<\/p>\n

\u201cIt\u2019s an important source of revenue that, mixed with our other revenue sources, is what allows us to be able to operate the system and run so many services,\u201d John McCarthy, the MTA\u2019s chief of policy and external relations, explained. \u201cIt goes back into the railroads, the buses, the subways. It pays for maintenance.\u201d<\/p>\n

According to OUTFRONT, the MTA\u2019s ad firm, about 70% of ad dollars go back to the MTA.\u00a0\n<\/p>\n

While taxes and fares account for a large share of the MTA\u2019s operating revenue, money from ads for companies, including Brex Seamless and many others, has also helped. With labor and labor-related costs making up about 58% of the budget, ad revenue has helped support salaries, overtime, pensions,\u00a0and healthcare.\u00a0\u00a0<\/p>\n

Digital screens have \u2018changed the way\u2019 MTA advertises in NYC<\/p>\n

McCarthy said digital technology has revolutionized subway ads. Static posters have been rapidly going out of style in favor of digital screens with ads that the MTA can change at a moment\u2019s notice.\u00a0<\/p>\n

\"aA cracked display ad in a NYC subway station. Photo by Barbara Russo-Lennon<\/p>\n

Historically, for example, a Hulu show that has been canceled for months can live on in the form of a print ad in a subway station. In other words, it is old news that is still announced.<\/p>\n

\u201cWhat you had for many years, are hardcopy posters that would be affixed to the wall,\u201d McCarthy explained. \u201cThere\u2019s an expense to the placement of those ads, but also they could go stale. You could be waiting for a train at 59th Street and there would be an ad for a movie that was no longer playing.\u201d<\/p>\n

Native and long-time New Yorkers likely remember subway ad star Dr. Jonathan Zizmor,<\/a> whose informative dermatology-themed print commercials have lined the interior of subway cars since the 1980s. If he were out of retirement today, he would likely benefit from digital screens\u2014as well as other modern ad formats like urban panels or wraps\u2014to remind commuters of his procedures for getting \u201cbeautiful, clear skin.\u201d<\/p>\n

There are over 10,000 digital screens throughout the transit system, but they do more than advertise. Thanks in part to the millions of dollars in ad revenue generated each year, the MTA is able to provide real-time, location-specific service information on the screens at some stations to assist riders.\u00a0<\/p>\n

The MTA launched digital signage in 2018, but it really took off in 2020.\n<\/p>\n

During the COVID-19 pandemic, the agency unveiled 9,000 digital screens that came in handy, particularly since they could show important COVID-related safety information, even during the period\u2019s lull in ridership.\u00a0<\/p>\n

\"turnstileA subway turnstile arm showing an ad.Photo by Barbara Russo-Lennon<\/p>\n

However, as beneficial as digital screens are, there is a downside. Screens are often vandalized, and most New Yorkers have likely seen digital displays that have either been kicked in, scratched or covered in graffiti.\u00a0<\/p>\n

While the MTA\u2019s contract with OUTFRONT ensures the screens get fixed, there is a criminal component to consider, too. Depending on the monetary value of the damage caused, criminal mischief in the transit system could be a misdemeanor or felony.\u00a0<\/p>\n

\u201cWe watch that very closely,\u201d McCarthy said. \u201cAnd we work with the police department on tracking down anyone who\u2019s going to cause a problem with the screens or anything else in the system.\u201d<\/p>\n

Despite vandalism, digital screens have proven to be a financial win for the agency.\u00a0\n<\/p>\n

\u201cDigital screens have really changed the way we advertise,\u201d McCarthy said. \u201cWe\u2019re going to look to continue to manage that asset and increase the ad revenue from it.\u201d<\/p>\n

What do riders think of the subway ads?<\/p>\n

In a recent OUTFRONT custom study commissioned by research company MFour, which examined the influence of subway ads on consumers in 10 growth product categories, over 60% of subway riders said that ads on the subway impact their purchasing decisions with those products.<\/p>\n

\u201cWith over 4 million daily trips reaching 94% of New Yorkers weekly, the MTA is the ideal canvas for impactful IRL [in-real-life] advertising,\u201d said Phil Stimpson, east region executive vice president at the company. \u201cRiders are more likely to trust and engage with a brand after being exposed to an ad in the subway, prompting them to act by visiting brand websites, searching online, visiting retail locations or engaging on social media. The subway\u2019s immersive environment is where NYC culture happens, bringing communities together, and seamlessly connecting commuters\u2019 IRL and digital experience.\u201d<\/p>\n

So, what do New Yorkers have to say about transit ads? Overall, they have mixed feelings.\u00a0\n<\/p>\n

\u201cI remember Dr. Zizmor,\u201d Dawn Paolillo said with a chuckle. \u201cI haven\u2019t ridden the subway in ages, but I looked at the ads all the time because I try to avoid eye contact with people.\u201d<\/p>\n

Vittorio Bugatti of the Bronx said the ads can be \u201cannoying\u201d when he\u2019s waiting for a train.\n<\/p>\n

\u201cThe digital ads are annoying when you want actual subway information, as in where is my train and there is nothing but ads or irrelevant information being displayed,\u201d he said.\u00a0<\/p>\n

Reginald, a 7 train rider, gave a pragmatic answer when asked what he thinks of subway adverts.\n<\/p>\n

\u201cIf it helps keep the trains moving, I\u2019m all for it,\u201d he said.<\/p>\n","protected":false},"excerpt":{"rendered":"TV shows. Gambling. Cosmetics. These are just a handful of businesses that advertise with the MTA throughout its…\n","protected":false},"author":3,"featured_media":38744,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5122],"tags":[5229,9904,31144,405,403,5226,5225,5228,5227,31145,31146,31147,11900,67,586,132,5230,68,2969],"class_list":{"0":"post-38743","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-new-york","8":"tag-america","9":"tag-mta","10":"tag-mtas-operating-budget","11":"tag-new-york","12":"tag-new-york-city","13":"tag-newyork","14":"tag-newyorkcity","15":"tag-ny","16":"tag-nyc","17":"tag-nyc-transit","18":"tag-subway-ads","19":"tag-trains-in-nyc","20":"tag-transit","21":"tag-united-states","22":"tag-united-states-of-america","23":"tag-unitedstates","24":"tag-unitedstatesofamerica","25":"tag-us","26":"tag-usa"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@us\/114796422994294773","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/38743","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/comments?post=38743"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/38743\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media\/38744"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media?parent=38743"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/categories?post=38743"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/tags?post=38743"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}