Transit Advertising Sales Agreements (2004) / Chapter Skim
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5 CHAPTER TWO CURRENT PRACTICES IN TRANSIT ADVERTISING With few exceptions, transit agencies in the United States accept and display advertising on their property and vehicles, primarily for the purpose of raising revenues. Advertising revenues are generally channeled to transit agencies' general funds, although in some cases advertising is sold in exchange for the upkeep of bus shelters, repainting of buses, or media trades.
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6 FIGURE 1 Capital Metro (Austin, Texas) queen-size advertisement applied over the preexisting color scheme.
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7 FIGURE 3 San Francisco Muni king-size bus. FIGURE 4 King County bus design for king-size advertisement integrates with advertising, recognizing transit advertising as a functional feature of the bus.
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8 FIGURE 5 Golden Gate Bridge, Highway and Transportation District specialized tail integrates with the agency's color scheme. FIGURE 6 Greater Dayton RTA half back advertisement.
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9 FIGURE 7 Community Transit full back advertisement. FIGURE 8 Full wrap (Community Transit)
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10 TABLE 2 PERCENTAGE OF TRANSIT AGENCIES WITH VARIOUS TYPES OF ADVERTISING Properties Percent Bus Exterior 95 Interior 79 Wraps 23 Stop 19 Passenger shelters other than bus stops 12 Rail Car interior 77 Platforms 69 Other parts of rail stations 54 Brand cars or stations 46 Dioramas 38 Car exterior 31 Car wraps 23 Digital displays 23 All properties Maps 18 Fare cards 14 Billboards on right-of-way 12 Tickets 7 Transfers 7 Trestles/bridge viaducts 2 Rail Advertising Rail car interior and station advertising plays the dominant role in advertising on rail property. Station displays include one-sheet posters (46 in.
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11 FIGURE 10 Billboard on transit property in New York City. USE OF ADVERTISING SPACE Paid advertising constitutes the main use of advertising space on transit property and generates the bulk of advertising revenues for transit agencies.
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12 Several examples show how co-promotions benefit both the transit agency and other participants. One outstanding illustration is from Philadelphia.
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13 (See chapter six for further discussion of the public forum issue.) METHODS OF SELLING TRANSIT ADVERTISING SPACE The large majority of transit agencies surveyed (84%)
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14 volume by offering free advertisements on interior car cards and publications such as a rider's guide and customer newsletter. CityLink also sells advertising on the rider's guide, newsletter, and a historical calendar.
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