How to invest in the Beijing Subway Television Network? From 10 core lines to 12 million daily touchpoints

Every morning at 8 o'clock, when you squeeze into the carriage of Beijing Subway Line 10, you look up and see the scrolling news, cultural and tourism promotion or brand advertisement on the screen - this is the daily routine of Beijing Subway Television Network.

It is not a single advertising space, but a dynamic communication network covering the entire city. From Line 1 to Line 10, from platforms to carriages, 16000 screens accompany over 12 million passengers every day. What does this mean for a brand? It means achieving high-frequency and mandatory reach to the mainstream consumer population in the city at a relatively controllable cost.

This article will provide you with a systematic breakdown of the entire process of broadcasting on the Beijing Subway Television Network, from media value to practical strategies, and offer an actionable introductory guide.

1、 What is Beijing Subway Television Network?
Beijing Subway Television Network is a dynamic audio-visual media platform built on the huge passenger flow network of Beijing Subway. Its resource layout covers four major scenes: carriages, platforms, station halls, and transfer channels, forming a fully immersive communication chain.

Core Resource Parameters (Latest in 2026)
Specific specifications of parameter dimensions
Covering 10 backbone lines including Line 1, Line 2, Line 3, Line 5, Line 6, Line 8, Line 10, Line 12, Line 13, and Batong Line
The total number of screens is over 16000, including 46 inch LCD screens in the station hall and platform, and 17 inch LCD screens in the carriage
Approximately 12 million daily visits
The playback time slot is divided into 10 rolling time slots per day, with a focus on covering the morning and evening peak hours
Play frequency: Each advertisement is played 40 times a day (calculated at 30 seconds per time)
This network connects Chang'an Avenue CBD、 Core areas such as Financial Street pass through commercial landmarks such as Global Resort, Wangfujing, Zhongguancun, as well as transportation hubs such as Beijing South Station and Dongzhimen. It is not only an advertising carrier, but also an important window for showcasing Beijing's urban image.

2、 Why is it a strategic high ground for video media?
1. Scale effect: millions of daily active "mobile TV stations"
What is the concept of 12 million daily touchpoints? Equivalent to a TV station with a daily viewership rating of tens of millions flowing underground in the city. This scale effect allows brands to achieve massive exposure in a short period of time.

2. Scene value: Compulsory viewing of enclosed spaces
The subway environment has a natural enclosure. Passengers spend an average of about 30 minutes in the carriage and 3-5 minutes waiting at the platform. During this period, the mobile phone signal may be unstable, external information interference is minimal, and the screen becomes the visual focus. This "mandatory viewing" feature makes advertising memory much higher than other outdoor media.

3. Precise audience: Targeting the mainstream consumption power of the city
The core audience of the subway television network is commuters who commute daily - they are young, have purchasing power, and are the backbone of urban consumption decisions. Compared to traditional TV's "home scenes", subway TV reaches "work scenes" and "pre consumption scenes", which are closer to purchasing decisions.

4. Verifiable dissemination effectiveness
In recent years, multiple government agencies and brands have verified their effectiveness through real advertising:

By 2025, the Miyun District Government will release promotional videos featuring characteristic agricultural products, covering 73 stations and over 15000 screens, reaching an average of over 8 million viewers per day

In 2026, winter ice and snow tourism videos in Yanqing District will be launched, covering 10 routes and 16000 screens, with a daily average of 12 million visitors

The Hongqi Canal Cultural and Tourism Bureau in Linzhou City has allocated a budget of 650000 yuan for 5 months, covering routes such as Line 1, Line 2, and Line 13

3、 Core advertising model and real case reference
Mode 1: Full line network saturation advertising
Features: 16000 screens covering all cooperative lines, pursuing maximum exposure breadth.

Suitable for: city image promotion, large-scale brand national events, and tourism destination promotion.

Real case:

Yanqing District: Starting from January 2026, winter ice and snow tourism promotional videos will be launched, with rolling broadcasts of 10 time slots per day, covering lines 1, 2, 3, 5, 6, 8, 10, 12, 13 and Batong, with more than 16000 screens and reaching an average of 12 million people per day

Miyun District: Special agricultural products and cultural tourism promotional videos will be released in April 2025, covering 73 stations on 12 routes and more than 15000 screens, reaching an average of over 8 million people per day

Mode 2: Specific route combination deployment
Features: Select specific route combinations based on the target audience for higher cost-effectiveness.

Suitable for: Brands with strong regional attributes (such as educational institutions, local lifestyle services).

Real case:

Linzhou Hongqiqu Cultural Tourism: A budget of 650000 yuan will be allocated for 5 months in 2026, covering Line 1, Line 2, Line 13, Batong Line (in carriage+station hall+platform), as well as Line 3, 5, 8, 10, 12 (station hall+platform), and Line 6 (in carriage)

Mode 3: Column Naming and Customized Content
Characteristic: Combining with fixed columns (such as "Take the subway, see China"), it gains dual value of brand exposure and content endorsement.

Suitable for: cultural tourism brands and cultural products that require deep dissemination.

Real case:

Hongqi Canal Culture and Tourism: Advertising on the "Take the Subway, See China" column, 30 seconds/time, 40 times/block/day, for 5 consecutive months

4、 Practical deployment: Five steps to connect the subway television network
Step 1: Clarify goals and audience
Before contacting any supplier, clarify the core issue:

Brand Goal: To increase brand awareness, promote specific products, or to attract offline traffic?

Target audience: Does it cover commuters throughout the city, or is it targeting a specific group of people on specific routes?

Budget range: Based on real cases, 650000 yuan for 5 months is a feasible entry threshold

Step 2: Understand the price range and resource providers
According to industry data, the price reference for Beijing Subway Television Network is as follows:

Reference budget cycle for advertising mode
Specific line combinations cost approximately 650000 yuan for 5 months
A single line covers the entire line from tens of thousands to millions of yuan per month
Hainan tourism advertising project 200000 yuan (maximum price limit) for no less than 8 weeks
Core Resource Provider: The advertising operation of Beijing Subway Television Network is authorized by Beijing Subway Resource Development and Operation Co., Ltd. Currently, Tuyou Global Self Driving Tour Club (Beijing) Co., Ltd. has obtained exclusive operating rights. Placing resources through legitimate channels can ensure their authenticity and reliability.

Step 3: Choose the appropriate advertising strategy
According to the budget and goals, there are three strategies to choose from:

Limited budget (200000 to 500000): Choose 2-3 core lines (such as Line 1 and Line 10) for combined advertising

Medium budget (500000 to 1 million): Specific route combinations with a 5-month cycle can be considered, such as the Hongqi Canal case

Adequate budget (over 1 million): saturated advertising across the entire network, pursuing maximum exposure

Step 4: Creative Production - Customize the Subway Scene
The creativity of subway television has its unique requirements:

The Three Second Rule: In a noisy commuting environment, passengers' attention must be captured within 3 seconds. The brand logo should be large, the core information should be short, and the visual impact should be strong.

Silent adaptation: Most subway passengers cannot hear sound, and creativity must rely on visual communication to convey information, with clear and prominent subtitles.

Long duration and high frequency: The common advertising duration is 15 seconds or 30 seconds, and memory is strengthened through high-frequency rotation (40 times a day).

Creative production cycle: High quality video production usually takes 2-4 weeks, and the budget needs to be separately reserved.

Step 5: Publication Execution and Effect Tracking
Publication monitoring: Require service providers to provide publication photos or videos with time and location watermarks to ensure compliance with the agreement.

Effect tracking:

Exposure data: Calculate coverage based on foot traffic and playback frequency. Yanqing case shows that 16000 screens touch 12 million people per day

Search index: Monitor the changes in Baidu index and WeChat index of brand keywords during the advertising period

Exclusive channel tracking: Set up exclusive QR codes or discount codes to track consultation volume

Social volume: Observing the changes in brand mentions on social media during the advertising period

Utilizing professional expertise: self screening of resources is inefficient and information is opaque. Tianci Media is a professional television advertising platform with rich resource databases and advertising experience from the Beijing Subway Television Network. It can quickly output matching solutions and cost-effectiveness analysis reports based on your goals.

5、 Common Misconceptions and Avoiding Pits Guide
Misconception 1: Equating subway television with traditional television
Traditional television is priced based on ratings, which is costly; Subway TV is priced based on location and cycle, with a controllable budget. The two are media from different dimensions and cannot be simply compared.

Misconception 2: Only focus on price, ignore the value of the route
The coverage value of subway TV lines 1 and 10 is vastly different from suburban lines. Be sure to confirm the list of routes included in the advertising plan and understand the daily passenger flow and crowd characteristics of each route.

Misconception 3: Creative use of traditional TVC
Directly placing a 30 second family scene TVC in a noisy subway environment will inevitably have a discounted effect. It is necessary to customize creativity for subway scenes - fast-paced, strong visual, and quiet friendly.

Misconception 4: Short term trial investment, expecting immediate results
Subway TV advertisements require time to accumulate effects. Referring to real cases, the advertising cycle is usually measured in months, with 5 months and 8 weeks being common cycles. It is recommended to invest for at least 2-3 months to allow the brand memory to fully accumulate.

Misconception 5: Neglecting the cost of creative production
The media release fee on the quotation often does not include creative production fees. High quality video production requires a separate budget, accounting for approximately 10% -20% of media expenses.

Misconception 6: Collaborating with unqualified intermediaries
It is necessary to verify the qualifications of the agent to ensure that they have direct and legal resource management rights. Referring to government procurement cases, it is necessary to advertise through formal channels.

6、 The collaborative value with other 'television' media
In brand communication, a single media often finds it difficult to independently achieve all goals. The best use of Beijing Subway Television Network is to form a combination punch with other video media:

High cost-effective brand exposure combination: Beijing Subway Television Network (covering mainstream office workers)+Key community elevator advertisements (covering households), achieving full scene reach of "commuting+home".

High end brand and business audience combination: airport waiting area TV (establishing a high-end image)+core office building elevator TV (daily reminders), and then subway TV for broad coverage.

The local market quickly exploded with a combination of specific programs on local ground channels, Beijing Subway Television Network (regional penetration), and outdoor large screens (visual impact).

Tianci Media is a professional television advertising platform that can integrate multiple resources such as traditional television, subway television, airport television, and building elevator television, providing one-stop services from strategy consulting, resource matching to effect analysis.

7、Conclusion
The Beijing Subway Television Network, with its 10 core lines, 16000 screens, and daily coverage of 12 million people, has become a strategic highland for the brand to reach the mainstream consumer population in the city.

From the ice and snow scenery of Yanqing to the unique agricultural products of Miyun, from the cultural and tourism promotion of Hongqi Canal to the tourism promotion of Hainan, countless real cases have verified the dissemination effectiveness of this network.

For beginners, the key lies in scientific planning: clear goals, choosing routes, creative adaptation, and professional execution. It is recommended to start with small-scale testing, select 2-3 core routes for 2-3 months, verify the effectiveness, and then gradually scale up.

Tianci Media is a professional television advertising platform that has been deeply involved in Beijing subway television media for many years, with rich resource accumulation and advertising experience. From demand analysis and route evaluation to creative execution and effect tracking, we provide you with professional one-stop services, allowing your brand to meet millions of urban elites accurately in every journey of the Beijing subway.