The Toronto Transit Commission is considering a significant shift in its advertising strategy, proposing a long-term deal to bring dynamic, video-like advertisements to the dark tunnels of the city's subway system.
A 15-Year Proposal for Tunnel Advertising
On December 04, 2025, the TTC unveiled a plan to enter into a 15-year agreement with a Vancouver-based company. The proposed partner is Adtrackmedia, a firm known for its specialized transit advertising solutions. The core of the proposal involves installing video-motion advertising displays inside the subway tunnels.
This technology would create a flip-book-like effect for passengers on moving trains. As a subway car travels past a series of rapidly sequenced static images, the human eye perceives them as a short video or animation. This method would transform the blank tunnel walls into a dynamic advertising space.
Financial and Operational Details
The lengthy term of the proposed contract, spanning a decade and a half, suggests a major infrastructure and revenue commitment for the transit agency. While the initial announcement did not disclose the exact financial terms, such agreements are typically structured to provide the TTC with a share of the advertising revenue generated.
This move represents a modern push to monetize non-traditional spaces within the transit network. The TTC likely views this as an opportunity to create a new, steady stream of income that could support operations and service improvements without relying solely on fare increases or public subsidies.
Potential Impact and Passenger Experience
The introduction of tunnel advertising would fundamentally alter the visual experience of a subway ride in Toronto. For decades, passengers have looked out at dark tunnels or the occasional maintenance light. This proposal would fill that view with commercial messages.
Proponents argue it utilizes otherwise dead space for revenue generation. Critics, however, may raise concerns about visual pollution, passenger distraction, or the commercialization of public transit spaces. The TTC will need to balance these considerations against the potential financial benefits as it evaluates the proposal from Adtrackmedia.
The plan is now under review, and its implementation would mark one of the most noticeable changes to the in-tunnel environment in the system's history.