How to calculate the charging standards for subway advertising placement? From lightboxes to chartered cars, understand all costs in one article

Every day, millions of urban commuters shuttle between subway stations, forming a large and high-quality audience. For brands, subway advertising is the golden medium to reach urban white-collar workers, business people, and young consumers. However, when advertisers first encounter subway advertising, the most common question they ask is: What are the charging standards for subway advertising placement? Why do some lightboxes only cost a few thousand a month, while others cost hundreds of thousands? What secrets are hidden behind the numbers on the quotation?

This article will thoroughly break down the cost structure of subway advertising, from mainstream price ranges to core factors affecting quotes, from real procurement cases to budget planning methods, transforming you from a "novice" to an expert who can understand quotes and make scientific decisions.

1、 The mainstream forms and price ranges of subway advertising
The subway advertising quotation first depends on the advertising form you choose. The following is the price reference range for mainstream forms in 2026 (taking core stations in first tier cities as an example).

1. Twelve lightbox advertisements
This is the most common form of subway advertising, located on the walls of platforms and concourses, with a standard size of approximately 3 meters by 1.5 meters. The screen is static, illuminated by lights, and visible 24 hours a day. The monthly fee for a single lightbox ranges from 10000 to 50000 yuan. Core stations and transfer stations can cost up to 50000 to 100000 yuan; For non core stations or suburban routes, the cost can be as low as several thousand yuan.

2. Column advertising
The columns in the station hall are packaged as a whole to create a surround visual impact, which is repeatedly visible to passengers during their journey and has a good memory effect. The monthly fee for a single column is about 20000 to 80000 yuan or even higher, depending on the size and location of the column.

3. Screen door stickers/window stickers
Advertisements posted on platform screen doors or train windows, parallel to the line of sight of waiting passengers. Charged by "group" (all platform screen doors) or "column" (windows of a train). The monthly fee for pasting a single set of platform screen doors is between 50000 and 200000 yuan; The train window stickers are charged based on the coverage of the line, and the price is higher.

4. LED large screen/digital media
Electronic screens located in station halls, passages, and transfer halls display dynamic video advertisements. Charged by playback frequency, time period, or cycle. The monthly cost of a single LED large screen ranges from 100000 to 500000 yuan, and the core position can reach millions of yuan.

5. Brand channel/wall sticker advertisement
Cover the walls or pillars on both sides of the transfer passage to create a continuous visual impact. Usually charged based on channel length or area. The full monthly fee for a core transfer channel ranges from 200000 to 800000 yuan, and some super stations can reach millions of yuan.

6. Brand train (internal charter)
Fully package the interior of the entire train, covering the carriage handrails, signboards, seat side stickers, door glass stickers, window glass stickers, etc., to achieve a multi-dimensional visual enclosure. The published price of Fuzhou Metro brand trains is 180000 yuan/train/4 weeks, with an additional production and installation fee of 15000 yuan/train/time. The charter price for Shenzhen Metro Line 14 is 288000 yuan/train/4 weeks, with a production and installation fee of 30000 yuan/train/time.

It should be emphasized that the above prices are only for media release fees and do not include advertising image production costs. The production cost varies from thousands to tens of thousands of yuan depending on the form.

2、 Five core factors affecting subway advertising pricing
Why are some lightboxes priced at 10000 and others at 100000? The key lies in the following five factors.

1. City and Line Value
The subway advertising prices in first tier cities (Beijing, Shanghai, Guangzhou, and Shenzhen) are much higher than those in other cities. The value of different routes varies greatly within the same city. Passing through the core business district CBD、 The advertising value of the golden routes of transportation hubs is several times or even ten times that of suburban routes.

According to the announcement by Beiqing Media in December 2025, the exclusive agency guarantee fee for the main advertising resources of Beijing Metro Line 4 and Daxing Line is 24272532 yuan/year, while the guarantee fee for Line 17 is 4424268 yuan/year, fully reflecting the value difference between the core line and the newly built line.

2. Specific point location
Even for the same route and station, prices may vary at different locations. The light box facing the staircase on the platform is priced higher than at the end of the passage; The wall stickers at the entrance of the transfer passage have a higher value than those in the middle section; The LED screen above the security check machine is priced higher due to its exclusivity.

According to the procurement announcement of Tianjin Postal Savings Bank in January 2026, the selection of S-level station halls for package advertising is required, with a display area of no less than 250 square meters and an advertising service fee of 37500 yuan per week per station.

3. Advertising Forms and Specifications
The prices for twelve boxes (3 meters x 1.5 meters) and twenty-four boxes are different for the same lightbox. The resolution, size, and support for interactivity of LED screens will also affect the quotation. The price of the Shenzhen Metro 3-box lightbox set advertisement varies from 728000 yuan/set/4 weeks to 2.38 million yuan/set/4 weeks depending on the station level combination.

4. Placement cycle and season
Long term advertising (six months, one year) can earn more favorable unit prices than short-term advertising. In addition, advertising prices during holidays and major events (such as Spring Festival, National Day, and city competitions) usually increase.

5. Additional costs for production, installation, etc
This is a hard cost that is easily overlooked. According to the procurement announcement of Tianjin Postal Savings Bank, the service fee for chartering a car is 160000 yuan/time, and the service fee for chartering a station is 150000 yuan/time. The production and installation fee for chartered cars in Shenzhen Metro is 30000 yuan/train/time, while in Fuzhou Metro it is 15000 yuan/train/time.

3、 Real procurement case reference
Case 1: Postal Savings Bank of China Tianjin Branch (January 2026)
Tianjin Branch will purchase subway charter package station media delivery services for 2026-2027, with an estimated procurement amount of 1.1 million yuan (including tax). The specific prices are as follows:

Panoramic car rental: advertising service 22500 yuan/(per week per vehicle), production service 160000 yuan/time

Package site: Advertising service 37500 yuan/(per week), production service 150000 yuan/time

Requirement: The daily average passenger flow on a single line shall not be less than 250000, and the display area of the package station shall not be less than 250 square meters

Case 2: Fuzhou Metro Brand Trains (February 2026)
Fuzhou Metro brand trains (internal charter) cover six major locations including carriage handrails, signboards, and seat side stickers, with a published price of 180000 yuan/train/4 weeks and a production and installation cost of 15000 yuan/train/time.

Case 3: Charter Bus for Shenzhen Metro Line 14 (January 2026)
Shenzhen Metro Line 14 brand internal charter advertisement, covering carriage signs, window stickers, door window stickers, and seat side stickers, with a published price of 288000 yuan/train/4 weeks and a production and installation cost of 30000 yuan/train/time.

4、 How to scientifically plan subway advertising budget? Four step method
Faced with a complex pricing system, beginners often feel at a loss. The following four steps will help you clarify your thoughts.

Step 1: Clarify the advertising target
Is your goal for brand exposure, new product launch, or event traffic? The goal determines which advertising format you should choose. Pursuing large-scale exposure, you can choose brand channels or LED screens; Pursuing precise access to optional screen door stickers or light boxes for specific sites.

Step 2: Lock in the target site and audience
Filter out the most suitable subway stations based on your target audience. For example, high-end consumer goods should choose sites around the CBD; Educational products should choose stations near the school district; Fast moving consumer goods can choose to transfer to major stations.

Step 3: Obtain quotation and comparison
Request quotations from 2-3 media companies and compare prices for the same or similar locations. Pay attention to whether the quotation includes production costs, installation costs, taxes, etc., to avoid additional items in the future.

Key point: Submit your preliminary plan (target city, intended site, media format, duration) to a professional service provider, who will provide a detailed plan including location, price, and estimated effectiveness based on your needs.

Step 4: Calculate the actual total cost
Total cost=media publishing fee+production and installation fee+taxes and fees

Taking Shenzhen Metro's chartered car as an example: the media release fee is 288000 yuan, the production fee is 30000 yuan, and the total cost is 318000 yuan/train/4 weeks.

5、 Common Misconceptions and Avoiding Pits Guide
Misconception 1: Only focusing on price, ignoring the quality of the location
The lowest price point may not necessarily be the most cost-effective. A light box hidden in a corner with low foot traffic, even if it's free, has no value. Prioritize the quality of the location and the matching of the population.

Misconception 2: Neglecting the cost of creative production
The fees on the quotation are often just media release fees. Creating a high-quality lightbox image or LED video may cost thousands to tens of thousands of yuan. Be sure to reserve this expense in the budget.

Misconception 3: Unclear contract details
It is necessary to specify in the contract the specific items included in the cost, the start and end time of the placement, the specific location of the points, the response time for screen replacement, and the compensation plan for advertising that cannot be displayed properly due to malfunctions or activities.

Misconception 4: Ignoring Data Validation
Request the media to provide official passenger flow data or third-party monitoring reports for the location. After the publication, promptly request photos or videos of the publication, and if possible, personally verify on-site.

Misconception 5: Blindly pursuing "big and comprehensive" leads to budget dispersion and failure
Suggest concentrating superior forces to engage in a war of annihilation. It is better to distribute the 500000 budget to 20 ordinary sites than to concentrate on high-quality media on 3-5 core sites, which will have a much stronger impact and memory.

6、Conclusion
The charging standards for subway advertising placement are a complex system that involves multiple variables such as city, route, location, form, and cycle. For beginners, self exploration is not only inefficient, but also prone to pitfalls.

The key lies in scientific planning: clear goals, selected locations, combined advertising, creative adaptation, and professional execution. For beginners, it is recommended to start with small-scale testing, such as selecting a single lightbox to be placed at non core sites in second tier cities for one month, with a total budget possibly controlled within 10000 to 30000 yuan.

Tianci Media is a professional subway advertising platform that has been deeply involved in subway media for many years. It has media resources covering major cities across the country and rich experience in advertising placement. From demand analysis, location recommendation, price negotiation to creative design, publication execution, and effect tracking, we provide one-stop full process services to help customers maximize the value of subway advertising at a better cost and higher efficiency.

Whether you are a national brand or a local merchant, regardless of budget size, choosing professional partners can help you avoid detours in subway advertising and ensure better results.