News Summary

The Toronto Transit Commission (TTC) is exploring the installation of flipbook-style advertisements within subway tunnels as part of a non-fare revenue strategy. The proposal, set to be presented to the TTC board, involves a potential 15-year contract with Canadian ad agency Adtrackmedia, which has previously implemented similar ‘in-tunnel motion advertising’ on Vancouver’s SkyTrain. The TTC aims to diversify its advertising portfolio and optimize revenue opportunities ahead of the 2026 FIFA World Cup in Toronto. This initiative is expected to attract new advertisers and reduce reliance on a single vendor, enhancing the TTC’s commercial revenue strategy. The TTC plans to install up to six tunnel advertising systems by summer 2026, with Adtrackmedia covering installation costs and providing guaranteed revenue per ad, along with annual top-up payments.