London transport network operator TFL renews contracts with JC Decaux and Global. But its Our-of-Home network is characterized by more than sheer size.
This week, JC Decaux announced the renewal of its contract with the London public transport company, Transport for London (TFL). Under this agreement, JC Decaux will continue to manage and market more than 4,700 bus shelters with around 9,000 billboards and 612 DooH screens.
According to JC Decaux, this is the second largest bus shelter advertising contract in the world.
But that’s not all.
Global secures second contract
At the same time, TFL also renewed its rail advertising contract with the outdoor advertising company Global. This contract covers 272 London Underground stations, over 120,000 Underground advertising boards, 83 Overground stations, 45 DLR stations, 39 streetcar stops, Victoria Coach Station, and 40 Elizabeth Line stations.
Global described this as “one of the largest outdoor advertising contracts in the world.”
£150 Million for advertising
TFL, which serves millions of passengers daily, is a major player in the Out-of-Home (OoH) advertising industry. But the London transport company also holds a rather unique position in the global OoH market.
Alongside New York City, London is considered the most important and renowned public transport DooH network in the world. What sets London apart is that TFL built and operates the underground DooH network independently, rather than relying on external advertising companies for the infrastructure. While TFL’s investment was significantly higher, it now controls a larger share of the advertising revenue.
Advertising is a key part of TFL’s business strategy. Last year, TFL earned £150 million (equivalent to €168 million) from advertising, which is reinvested into the transport network. Overall, two-thirds of TFL’s revenue comes from ticket sales, while 21% is generated from other sources, including advertising.
TFL also plans to further expand its DooH activities, having already tested various formats. These include innovative campaigns like forced-perspective ads and special formats, such as an oversized Adidas shoe on bus shelters.
8-year contract term
The new contracts with Global and JC Decaux will begin on April 1, 2025 and run for eight years – with the option for TFL to extend for a further two years.
Emma Strain, Customer Director at TFL, says: “Working with these two companies means we can continue to build on what we’ve achieved so far and remain at the forefront of what advertisers and viewers want in the capital.”
