Advertising on buses is to be brought in line with the way other
media are bought and sold, with the relaunch of the medium this
For the first time, bus advertising can be bought as a package, in a
move designed to ensure easier access and greater accountability for
advertisers. The changes are being introduced by TDI, the company which
sells advertising on the London Underground and now controls bus
Coverage and frequency data will now be available for national bus ad
campaigns, using TDI’s National Busads research and, from 1 September, a
number of T-side advertising packages will be launched, supported by
audience delivery data.
There will be two national packages, both lasting four weeks and
covering 2,250 double deckers, but one package starts at the beginning
of the month, and the other in the middle. The all-adult audience for a
national T-side package is 69 per cent cover at a frequency of 19
opportunities to see.
A four-week conurbation campaign covering 13 main regions will also be
available, starting on the first day of the month and incorporating
1,500 double decker buses.
In addition, 60 per cent of the inventory will be available on a
Annie Rickard, the chief executive of the poster specialist,
Posterscope, said: ’Users can have confidence in what they are buying,
knowing there is a consistent quality.’