Two flat years of advertising sales has been the key factor behind New York City Transit stepping up its efforts to sell advertising in the subway. Ads have been inside the trains and stations but for only the second time ever a full-length ten-car subway train will be completely covered in advertising.
The 6 train has now become a lurching, rumbling ad for Swatch watches, which riders have a 1-40 chance of catching during rush hour. Certain stations will also be completely decked out by one advertiser and the MTA is currently examining 3D images and in-tunnel advertising as other viable options for potential advertisers. MTA hopes to reach $120 million in advertising sales for 2011, up from $109 million in 2010. The downside? The iconic shiny metallic sides of the subway car will become a thing of the past.