Advertising Formats
96-Sheet Underground Advertising
96-Sheet Underground Advertising Across London and the UK
Maximise Awareness With 96-Sheet Tube Advertising
One Day Agency works with brands to develop Underground ad campaigns, considering their core audience profile, creative requirements and budgets, and can help you determine whether a vast 96-sheet is the ideal option for your campaign.
96-sheets are among the largest and most prominent poster formats available on the London Tube. Positioned cross-track at some Underground stations, these massive displays span a huge section of the platform wall and provide an opportunity for impactful campaigns that make a statement.
The space 96-sheets offer is often a great option for major product launches and high-profile campaigns, with a scale that allows businesses to communicate with passengers waiting on the opposite platform, and graphics that can be easily seen at a distance and during peak commute times.
What Is 96-Sheet Underground Advertising?
A 96-sheet Tube advert is a very large, landscape-formatted poster, shown cross-track so the poster faces passengers from across the tracks. An overall display size of roughly 12 metres wide by three metres high means a 96-sheet is a substantial canvas and can communicate clear messaging across a wide viewing area.
The caveat is that the size of 96 sheets means that there are limited placements, with this specific format available at selected stations rather than throughout the TfL network.
Their scale is, though, very useful for campaigns that are concentrated on having a strong visual presence, and they can work alongside other London Underground advertising formats and services or be standalone placements within high-footfall stations.
How Can One Day Agency Help?
One Day has been working with businesses to plan and deliver Underground ad campaigns for years. Our approach is guided by research-led insights, professional media recommendations and campaign coordination, assessing whether a 96-sheet is right for your objectives, and determining the most suitable locations.
We also help clients consider how each individual placement slots into their wider campaign, coordinating media planning and buying and ensuring each decision is consistent with their out-of-home advertising strategy and budgets.
How to Plan an Effective 96-Sheet Underground Advertising Campaign
Purchasing 96-sheet ad space can be a considerable investment, so planning this carefully is essential to ensure the returns and interest that a Tube campaign generates meet expectations.
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![Tube Station Selection]()
Tube Station Selection
Your choice of location is highly relevant, because central London stations are often best for ads targeted towards commuters and visitors, while other locations might be better for promotions around retail offers, entertainment or major events. It’s essential to think about user demographics, because although footfall is important, you want as many travellers as possible to find your campaign relevant to their own interests.
One Day can help assess suitable locations based on your objectives, while Transport for London's advertising standards and guidance provide useful information about poster specifications and viewing distances.
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![Analysing Campaign Creatives]()
Analysing Campaign Creatives
The sheer scale of a 96-sheet means creative teams have considerable scope, but it’s still important to use large-scale imagery, recognisable branding and headlines that make your ad memorable. One of the benefits is that 96-sheets can be seen from a distance, although that also means ensuring text and graphics are crisp and sharp.
Our guide to OOH and DOOH advertising explains some of the differences between static and digital outdoor formats, which may be helpful if you’re deciding how your creatives might work across a wider campaign or how to adapt graphics to a 96-sheet.
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![Advertising Costs and Availability]()
Advertising Costs and Availability
Because 96-sheets are a specialist format, availability might be limited, and costs will be influenced by the specific station, the dates your campaign runs from and to, and the number of placements you require, including 96-sheets and other displays.
Our guide to the benefits of out-of-home advertising offers further insight into the wider role of outdoor media, while a tailored media plan can help establish whether a 96-sheet is the right investment for your campaign.
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![Combining Underground Ad Formats]()
Combining Underground Ad Formats
Your 96-sheet might be a main visual statement within your campaign, but you can complement this with smaller Underground posters, digital billboards and advertising across other transport environments to extend your reach.
Options might include having a large cross-track display to introduce a new product, with digital placements to remind passengers of what they’ve seen. You could also look at Tube and rail advertising, with our earlier explainer about how to advertise on trains providing more insight into different transport media options.
Our Latest 96 Sheet Underground Projects
See below our selected work in media planning and buying, click or tap to view.
BigCommerce
One Day dominated Custom House station for Commerce with XL cross-track hoardings, glass wall panels and ticket gates, delivering 1.18 million impacts.
Raventós Codorníu
One Day launched Codorníu in the UK with London Underground formats, roadside 96-sheet billboards and a full bus wrap across Q4.
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.
Speak with our planning team today.
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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
“96-sheet Tube advertising gives a strong idea room to breathe. Across the tracks, your brand becomes a major part of the platform view, with time for waiting passengers to take in the message.”
Ricardo Seixas, Founder and CEO, One Day Agency
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Frequently Asked Questions.
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A 96-sheet is one of the largest static poster formats available on the London Underground. These landscape displays are positioned cross-track at selected stations, facing passengers on the opposite platform wall.
A standard 96-sheet poster has an overall size of approximately 12 metres wide by three metres high, as a substantial advertising surface for large-scale imagery, prominent branding and campaign messaging.
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96-sheet adverts are available at selected London Underground platforms, rather than across the entire network. Availability will also depend on existing bookings for displays at certain stations, and this can in turn affect costs.
As with all types of Tube promotions, costs vary between stations, months of the year, and campaign durations, and we can advise in more detail once we have an idea of your budget and objectives.
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Yes, definitely. A 96-sheet might be incorporated into an Underground-wide campaign, or as part of a multi-site promotion within one station with posters, digital screens and other formats, or be combined with transport media positioned outside of the Tube network.
Contact One Day About 96-Sheet Underground Advertising
96-sheet advertising gives brands a chance to leverage a substantial promotional placement within London’s Tube network, and the impressive scale and prominent cross-track position means this format could be worth considering if your campaign is designed to stand out.
If you're interested in exploring 96-sheet placements, you’re welcome to contact One Day Agency to discuss availability, creative requirements and campaign planning. Our team can help develop an Underground advertising strategy that reflects your brand, audience and objectives.