The company Adtrack Media will manage digital advertising in three new sections of lines 8 and 10 of the Metro de Madrid. The contract, formalised in November 2026, will last for eight years and is set to begin operations in November.
The company Adtrack Media has been awarded the advertising management for three new sections of lines 8 and 10 of the Metro de Madrid, according to elpublicista.es. The contract, formalised in September 2026, will have a duration of eight years and the commissioning of the new routes is initially scheduled for November 2026.
The awarded sections are Line 8, track II, between Colombia and Nuevos Ministerios; Line 10, track I, between Santiago Bernabéu and Nuevos Ministerios; and Line 10, track II, between Príncipe Pío and Plaza de España. The digital advertising technology in tunnels is exclusively marketed in Spain by H2O Digital & DOOH.
The system transforms the subway tunnels into a large-format audiovisual medium through LED devices synchronised with the movement of the trains. This mechanism creates a visual continuity effect that turns the journey into an immersive experience for travellers.
The opening of this new section excites us because it allows us to continue developing a project where innovation and the ability to reach the public in everyday contexts go hand in hand. Each new addition to the Adtrack network represents an opportunity to further explore the potential of this medium and bring it closer to more brands and advertisers," explain Antonio Aguayo and Luis Cifuentes, both managing partners of H2O Digital & DOOH.
The medium has a defined audience profile: 48.1% are in the highest socioeconomic segments, 27.3% have higher education, and the average age of the audience is 39.4 years, according to data from EGM 2026.
With this award, Adtrack expands its presence in the Metro de Madrid network, where it already operates in other sections. The new routes are expected to be operational by November 2026.
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