MTA Launches Pilot Program for Audio Ads in Subway and Rail Stations

The Metropolitan Transportation Authority (MTA) has begun a pilot program to introduce 30-second audio advertisements into select New York City subway and commuter rail stations. The ads will play every 10 minutes and are intended to generate revenue for the transit system.

Details of the Pilot Program

The MTA is testing the feasibility of using audio advertising as a revenue stream to support its operations. The advertisements will be limited to 75 decibels, comparable to the volume of a loud conversation, traffic, or a vacuum cleaner. Currently, the program is restricted to advertisements for entertainment and sports, including movies, TV shows, concerts, live events, and video games.

Each station will feature advertisements from only one advertiser per day, meaning riders will hear the same ad repeatedly during their wait. The pilot program is scheduled to run through June 1, 2026.

Rider Feedback and Station Locations

The MTA plans to evaluate the program’s success based on rider feedback. As of now, the agency has not publicly released a list of the stations participating in the pilot program, leaving riders to encounter the ads unexpectedly. Initial reactions to the program have been largely negative, with many commuters expressing their disapproval online.

About the MTA

The Metropolitan Transportation Authority (MTA) is the largest public transit authority in North America, serving 12 counties in Downstate New York and two counties in southwestern Connecticut. It provides bus, subway, and commuter rail services, as well as operating bridges and tunnels. The MTA carried approximately 3.6 million riders on an average weekday in 2023, totaling 1.15 billion annual riders. Learn more about the MTA.

MTA Services Include:

• Commuter Rail: 19 routes, including 8 Metro-North Railroad routes and 11 Long Island Rail Road (LIRR) routes. Metro-North Railroad Information
• Subway: 26 rapid transit routes, comprising 25 subway routes and 1 Staten Island Railway route.
• Bus: 345 bus routes, including 248 local routes, 77 express routes, and 20 Select Bus Service routes.

Key Takeaways

• The MTA is testing audio ads in select stations to generate revenue.
• Ads will be limited to 75 decibels and focus on entertainment and sports.
• The pilot program runs through June 1, 2026, with decisions based on rider feedback.
• The MTA has not yet revealed which stations are included in the pilot.