A straight-talking guide from Focus Media Outdoor — over 20 years in the industry
One of the most common questions we get asked is — how much does outdoor advertising cost? It’s a fair question, and one that’s surprisingly hard to answer online because most agencies and suppliers are deliberately vague about pricing. However, at Focus Media Outdoor, we believe in being straight with people. In this guide, we break down the cost of every major outdoor advertising format in the UK — with real, all-in prices rather than vague ranges. Moreover, we cover what’s included in those prices, what affects the cost and how to get the best value for your budget. If you’d like a specific quote for your campaign, our campaign planning team are here to help.
Outdoor Advertising Costs — At a Glance
All prices are approximate guide prices for a two-week campaign period. Actual costs vary by supplier, location and volume. Contact us for an accurate all-in quote.
All outdoor advertising is priced for a two-week campaign cycle — the standard booking period across all formats. Plan your campaign dates around this.
Bus Stop Advertising Cost
Bus stop advertising is the most affordable and accessible entry point into outdoor advertising. For a standard static six-sheet bus stop advert, including the printed poster, you’re looking at between £275 and £395 for a two-week campaign — all in. Furthermore, there are no hidden production costs when you book through Focus Media Outdoor. For a full breakdown of bus stop advertising pricing, take a look at our dedicated bus stop advertising cost guide.
Bus stop advertising at £275 for two weeks works out at under £20 per day. For that daily rate you get a six-foot by four-foot advert in a busy public location — it’s hard to find better value in outdoor advertising.
Bus Advertising Cost
Bus advertising is equally affordable. For standard formats like bus rears and streetliners, you’re looking at approximately £80 to £100 per bus for a two-week campaign — all in. Additionally, bus advertising rates are flat across the UK, meaning London buses cost the same as buses in any other city. For a full breakdown including mega rears, supersides, T-sides and full wraps, take a look at our bus advertising cost guide.
Billboard Advertising Cost
Billboard advertising costs vary depending on the format and location. However, as a general guide, a 48 sheet billboard — the standard UK format at 20 feet by 10 feet — costs between £400 and £700 for a two-week campaign, including print production. A 96 sheet billboard, which is double the length, costs between £700 and £1,800 depending on the supplier, location and whether it’s illuminated. For a full breakdown, take a look at our billboard advertising cost guide.
Illuminated billboards cost more than non-illuminated sites — but they deliver visibility 24 hours a day. In winter months particularly, that extra visibility can significantly increase your campaign’s impact.
Train Station Advertising Cost
Train station advertising costs vary considerably depending on the station, the format and the location within the station. Moreover, major terminal stations like Waterloo, Paddington and Manchester Piccadilly command premium rates, while smaller commuter stations are much more affordable. As a general guide, train station advertising sits above bus stop advertising in terms of price, and is comparable to billboard advertising for standard formats. For more detail, visit our train station advertising page.
Shopping Centre Advertising Cost
Shopping centre advertising costs depend on the centre, its footfall and the format. Furthermore, premium destinations like Westfield, the Trafford Centre and Bluewater command higher rates than smaller local retail centres. However, smaller shopping centres can offer very competitive pricing for local advertisers. As a result, shopping centre advertising is accessible at a range of budgets. For more information, visit our shopping centre advertising page.
Airport Advertising Cost
Airport advertising is a premium format — as a general guide, you should expect to pay approximately two to three times the equivalent standard OOH rate for a comparable format. The premium reflects the quality of the audience, the dwell time and the prestige of the environment. Consequently, airport advertising represents a significant investment but delivers exceptional results for the right campaign. For more detail, visit our airport advertising page.
London Underground Advertising Cost
London Underground advertising sits at the premium end of the OOH cost spectrum. Pricing varies considerably by station, format and location within the station. However, six-sheet sites at outer London stations offer a more accessible entry point, while cross-track posters at major Central London stations represent a significant investment. For more detail, visit our London Underground advertising page.
Petrol Nozzle Advertising Cost
Petrol nozzle advertising is considered a premium format given the exceptional dwell time it delivers — typically two to three minutes of captive exposure per fill. Furthermore, supermarket forecourts like Tesco, Morrisons and Sainsbury’s are the most popular sites and command the highest rates. Pricing varies by forecourt and location — for accurate figures, get in touch and we’ll come back to you with options.
What Affects the Cost of Outdoor Advertising?
While the price ranges above give you a solid starting point, several factors affect the final cost of any outdoor advertising campaign. Understanding these helps you plan your budget more effectively:
Location
Location is the single biggest factor in outdoor advertising cost. A site in a busy city centre or on a major arterial road will cost significantly more than a comparable site in a quieter area. However, higher cost sites usually deliver higher audience numbers — so the cost per thousand people reached is often similar or better.
Format and Size
Larger formats cost more than smaller ones. A 96 sheet billboard costs more than a 48 sheet. A T-side bus advert costs more than a streetliner. However, larger formats also deliver more impact — so always weigh the additional cost against the additional visibility.
Supplier
The major OOH suppliers — Clear Channel, Global and JCDecaux — each have their own rate cards. Moreover, prices can vary between suppliers for similar locations. Working with an agency like Focus Media Outdoor means we can compare across all three on your behalf and negotiate the best available rate.
Volume
The more sites or buses you book, the better the per-unit rate. Consequently, multi-site campaigns almost always offer better value per site than single bookings. Always ask about volume discounts when planning a campaign across multiple locations.
Campaign Duration
Longer campaigns attract better rates, particularly for formats like bus wraps and mega rears that are sold on longer term contracts. Furthermore, running a campaign for four weeks rather than two in a single location can often be negotiated at a better weekly rate than two separate two-week bookings.
Print Production
For static formats, print production — the cost of printing your poster — is a significant part of the total cost. However, at Focus Media Outdoor, we include print in our quoted price as standard. Always check whether print is included before agreeing a price with any supplier or agency.
Always ask for an all-in price that includes media, print and posting. Some agencies quote media only and add production costs separately — which can significantly increase the final bill.
How to Get the Best Value from Your Outdoor Advertising Budget
Getting the best value from your outdoor advertising budget comes down to a few key principles. Firstly, choose your locations carefully — a well-chosen site in the right place will always outperform a poorly chosen site, regardless of price. Secondly, don’t spread your budget too thinly across too many formats or locations. Moreover, use an agency with established supplier relationships to access rates that aren’t available direct. Finally, match your format to your objective — bus stop advertising for precise local targeting, billboards for broad roadside awareness, bus advertising for mobile area coverage. For more on how to plan an effective campaign, take a look at our guide to how to plan an outdoor advertising campaign. Additionally, our post on the benefits of outdoor advertising explains why OOH consistently delivers strong results for businesses of all sizes.
Frequently Asked Questions About Outdoor Advertising Costs
How much does outdoor advertising cost in the UK?
Outdoor advertising costs vary by format. Bus stop advertising starts from £275 for two weeks all in. Bus advertising starts from £80 per bus for two weeks. Billboard advertising starts from £400 for a 48 sheet for two weeks. Premium formats like airport and London Underground advertising are significantly higher. All prices include print production when booked through Focus Media Outdoor.
What is the cheapest form of outdoor advertising?
Bus advertising is generally the most affordable OOH format — bus rears and streetliners start at around £80 to £100 per bus for a two-week campaign. Bus stop advertising is the next most affordable, starting from £275 for two weeks all in including the printed poster.
How much does a billboard cost in the UK?
A 48 sheet billboard costs between £400 and £700 for a two-week campaign including print production. A 96 sheet billboard costs between £700 and £1,800 depending on the location, supplier and whether it’s illuminated. For a detailed breakdown, see our billboard advertising cost guide.
Does outdoor advertising include the cost of printing?
It depends on who you book through. At Focus Media Outdoor, print production is always included in our quoted price as standard — no hidden extras. However, some agencies and suppliers quote media cost only and charge separately for print and posting. Always confirm what’s included before you commit.
How much does digital outdoor advertising cost?
Digital outdoor advertising — digital bus stops, digital billboards and digital screens at train stations and shopping centres — is typically priced on a share of time or plays basis rather than a fixed two-week rate. For digital bus stops, Clear Channel’s Adshel Live network charges approximately 5p per play. Digital billboard pricing varies considerably by location and supplier.
Is outdoor advertising worth the cost?
For most businesses, yes — outdoor advertising delivers strong results at a competitive cost per thousand compared to digital advertising. It can’t be blocked, skipped or scrolled past, and it works around the clock for the full duration of the campaign. For a full overview of the return outdoor advertising delivers, see our guide to measuring OOH advertising ROI.
How do I get a quote for outdoor advertising?
The easiest way is to get in touch with Focus Media Outdoor. Tell us your target area, your budget and what you’re trying to achieve — we’ll come back to you with the best available formats, sites and all-in prices. No obligation, no hard sell.
Are outdoor advertising rates negotiable?
Yes — particularly for larger volume bookings. Suppliers will often negotiate on rate for multi-site campaigns. Working with an agency like Focus Media Outdoor gives you access to pre-negotiated rates that aren’t available to direct bookers.
Get an Outdoor Advertising Quote Today
Get in touch with the Focus Media Outdoor team for honest, all-in pricing across every outdoor advertising format. We’ll find the right formats, the right locations and the right approach for your budget — no hidden costs, no rate card surprises. Contact us today for a free no-obligation quote.
