The Chicago Transit Authority’s (CTA) board approved a new contract with Intersection to manage the agency’s static and digital advertisements across the system — continuing CTA’s efforts to both boost customer information and earn revenue from sources other than the farebox.
As part of the new agreement, Intersection will install 775 new digital screens; nearly tripling the 425 digital screens currently found across CTA’s rail system. The new screens will include large format displays; in-station and street level screens; interactive digital kiosks; and a digital advertising display in every CTA station.
The five-year base contract, which includes a five-year option, begins in January and has an estimated value of up to $247.5 million, including:
- $204.6 million in shared revenues, with $187 million guaranteed to CTA.
- $30.3 million in capital investment in new digital screens by Intersection.
- $12.6 million investment in software upgrades to run digital advertising screens that also display customer information.
Revenue from non-farebox sources — such as advertising, concessions, and charters — helps CTA hold the line on fares and maintain service levels. Digital outdoor advertising on CTA has proven very popular with advertisers, including newer additions to CTA’s outdoor advertising options, including the large format video wall at Clark/Lake in downtown Chicago and 21 interactive digital screens located at select pilot locations across the system.
Over the course of its 12-year partnership with Intersection (formerly known as Titan), CTA ad revenues increased from $17.2 million in 2010 to at least $32.4 million in 2019.