Advertising Formats
48-Sheet Underground Advertising
48-Sheet Underground Advertising Across London and the UK
Make a Bold Impression with 48-Sheet Tube Advertising
One Day Agency plans and purchases Underground advertising placements based on your audience, objectives and budgets, and has explained here some of the factors involved in deciding where and how to advertise on the Tube network.
48-sheet Underground advertising is an opportunity to make a big visual statement across London’s Tube network. Positioned around selected platforms, these large-format posters give you ample space to display creative campaigns, helping your brand stand out in a busy space where passengers are often waiting for services and connections.
As one of the largest traditional poster formats in the Underground, 48-sheets are great for campaigns that need to make a strong impact, whether you’re launching a product, building brand awareness or want to reinforce the messaging behind a wider marketing campaign.
What Is 48-Sheet Underground Advertising?
A 48-sheet Tube ad is a large poster format shown in selected stations, with cross-track placements that face the platform from the other side of the tracks. This is larger than a standard 16-sheet poster and has more space for compelling imagery, concise messaging and brand creatives.
Unlike smaller posters, 48-sheets can also occupy standalone ad space, without competing with neighbouring displays.
This format is often preferable when you’re looking for visual impact rather than lengthy copy, with a recognisable product image, memorable headline or brand identity that communicates your message quickly. You can also browse other options through our London Underground advertising page.
How Can One Day Agency Help?
Planning Tube ad campaigns involves multiple moving parts, and alongside choosing a poster size, brands need to select stations, thinking about audience profiles, campaign timings and availability. One Day helps navigate these decisions, assessing whether 48-sheets are right for your campaign, identifying locations and exploring this and other formats.
Our all-senior team works to coordinate the practicalities of each campaign, from media planning and buying to production and delivery, ensuring you understand all the recommended options before finalising your out-of-home advertising strategy.
How to Plan an Effective 48-Sheet Underground Advertising Campaign
Deciding on the format for your campaign is just one aspect of a successful media plan, because comparing locations and developing creatives that will shine in this environment are just as important.
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![Picking Stations Relevant to Your Audience]()
Picking Stations Relevant to Your Audience
Underground stations often attract different passenger demographics, which might be influenced by their location, proximity to key attractions and amenities, and the links with other services. Therefore, a campaign aimed at commuters might be better positioned in a different station than a promotion for a retail launch or consumer product.
It’s essential to think about where and how your intended audience chooses to travel, rather than selecting stations based on footfall alone, with the official advertising resources from Transport for London a useful starting point for comparing options and costs.
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![Creative Design]()
Creative Design
The size of 48-sheets gives brands a lot of room to work, but more space doesn’t always mean more copy, because a clear focal point, strong colour contrasts and a concise headline can all help an ad communicate effectively in a busy Tube station.
Creative designs need to consider what passengers will notice and what they will remember, with features like calls to action easy to understand and respond to within a limited amount of engagement time.
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![Budget and Campaign Duration]()
Budget and Campaign Duration
Costs of 48-sheet campaigns will depend on the location, availability, the dates of the campaign and the number of sites involved. Premium locations can command higher rates, and it’s important to compare costs and demographics with your objectives and budget.
Our guide to Tube advertising costs provides further insight into the factors that influence Underground media budgets, and how media planning needs to balance the impact of larger placements with the coverage of alternative or additional formats.
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![Combining Promotional Formats]()
Combining Promotional Formats
A 48-sheet placement doesn’t need to work in isolation, and brands might opt to combine cross-track posters with smaller in-station formats, ads inside Tube carriages or digital advertising, with the potential to use LED digital screens to introduce motion or adjust creatives depending on the time of day or weather.
The right combinations will depend on your brand’s audience, message and budget, but you can take a look at other options in our guide to train and tram advertising formats or review our cross-track advertising page to look at related campaign placements.
Our Latest 48 Sheet Underground Projects
See below our selected work in media planning and buying, click or tap to view.
Aston Martin Aramco F1
One Day took over North Greenwich station for Aston Martin with cross-track 48-sheets, escalator panels and 70 formats, reaching 48.8 million impressions.
Bugaboo
One Day delivered a Westminster Bridge takeover for Bugaboo with two 48-sheets and a 96-sheet, alongside digital 48-sheets across London.
BigCommerce
One Day dominated Custom House station for Commerce with XL cross-track hoardings, glass wall panels and ticket gates during eCommerce Expo.
Speak with our planning team today.
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👉 Who will you speak to?
At One Day, you speak directly with senior strategists and directors involved in the work, not account handlers or junior intermediaries. Expect straight advice from experts across Creative, OOH, Digital, and global media activation.
Shelby
Sailor
Scott
Klaudia
‘‘Cross-track 48-sheets stand alone on the platform wall with nothing competing beside them, giving one message the full attention of every waiting passenger. One Day plans them by station, so your brand owns the view at the stops that matter.”
Ricardo Seixas, Founder and CEO, One Day Agency
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Frequently Asked Questions.
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A 48-sheet is a large-format poster displayed in selected London Underground stations, as a type of cross-track promotion you’ll find at stations facing the platform from the opposite wall as a prominent display.
Your choice of locations will depend on available advertising inventory, but these high-profile posters are often found at the bigger and busier Tube stations.
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Costs can vary based on the station where the placements are installed, whether your campaign is during a peak promotional season, and the number of stations you’d like to advertise in.
This is where having a tailored media plan is key to helping you compare options and understand how the format will fit your budget.
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There isn’t a specific campaign or advertising objective that 48-sheets are designed for, and they work well for product launches, brand awareness campaigns, announcements about new services, and creative promotions that are ideal when shown within a larger visual display.
We’d recommend thinking about who you want to communicate with and what you’d like your campaign to achieve when making decisions about Tube ad formats and placements.
Plan Your Underground Advertising Campaign with One Day Agency
If you’re interested in 48-sheet Underground advertising, you’ll likely recognise the prominent presence these displays have on the London Underground, and the scale of each format, which can support bold creative imagery and memorable messaging.
Businesses and brands are welcome to contact One Day to discuss availability, formatting and their campaign strategy, with our team on hand to help create Underground advertising plans tailored to your requirements.