How Much TfL Spends on Advertising Each Year – And Where the Money Goes

Transport for London (TfL) poured an incredible £14.8 million into advertising during 2023, nearly double the amount spent in the previous year. Newly published data highlights just how much TfL spends annually to promote its services, raise awareness, and engage with Londoners.

Over the past seven years, TfL has allocated a total of £65.8 million for advertising. This includes campaigns to encourage commuters to return to public transport post-Covid-19 and initiatives tied to the Ultra Low Emission Zone (ULEZ) expansion.

How TfL's Advertising Budget Is Spent

In December 2024 alone, TfL’s spending priorities reveal a shift toward digital platforms, with £124,613 going toward social media campaigns on platforms like Facebook and TikTok. Surprisingly, another £42,424 was dedicated to social media influencers in the same month, signaling a growing focus on influencer marketing.

Other December 2024 expenditures include:

• Radio Ads (DAX): £7,159
• Third-party Website Display Ads: £85,535
• LinkedIn Ads: £4,991
• Media Partnerships (e.g., Time Out): £22,045
• Google Search Ads: £3,836
• Video on Demand Campaigns: £52,111

While social media leads in spending, more traditional channels like radio and Google search ads see comparatively modest investment.

Yearly Breakdown of TfL’s Advertising Spend

Here’s a look at TfL’s annual advertising expenses over recent years:

• 2018: £8.5 million
• 2019: £7.4 million
• 2020: £8.1 million
• 2021: £9.7 million
• 2022: £8.5 million
• 2023: £14.8 million
• 2024 (estimated): £8.6 million

The dramatic rise in 2023 spending reflects significant campaigns to reignite public interest in public transport and promote city-wide programs like ULEZ.

The Opportunity for Brands

As TfL ramps up its advertising efforts, brands have a golden opportunity to leverage this vibrant space for their own campaigns. The London Underground attracts millions of commuters and tourists daily, making it one of the most effective platforms for reaching a diverse, engaged audience.

A Seamless Partnership for Brands

With the London Underground gearing up for another bustling travel season, now is the perfect time to make your mark. London Underground Advertising provides brands with an unparalleled chance to connect with a global audience, elevate their presence, and leave a lasting impression.

Get in touch with London Underground Advertising today to learn how your brand can soar to new heights during the peak travel season!