The longer it is displayed, the higher the awareness! The long-term placement effect of Tokyo Metro in-train visions
Metro Ad Agency conducted a survey showing that long-term advertising on Tokyo Metro Vision (TMV) significantly accumulates brand awareness. For BtoB companies, long-term placement yielded twice the awareness of short-term placement.
📋 Article Processing Timeline
- 📰 Published: April 15, 2026 at 01:00
- 🔍 Collected: April 14, 2026 at 16:31
- 🤖 AI Analyzed: April 19, 2026 at 15:24 (118h 52m after Collected)
Metro Ad Agency Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Hiroyuki Kawata) conducted an independent survey on the effectiveness of transit advertising. As a result, a trend was confirmed that the longer the placement period on in-train visions, the more awareness is accumulated.
Details can also be checked from the link below.
https://www.metro-ad.co.jp/column/detail/id_687.html
Introduction
It is said that advertising has an 'accumulation effect' where effectiveness increases through repeated exposure, but does a similar trend exist for transit advertising? In this survey, we verified the effects of long-term placement on the Tokyo Metro in-train vision (Tokyo Metro Vision, hereafter TMV) based on survey data.
*This content is an example of the survey results and does not guarantee individual advertising effectiveness.
Survey Overview
This survey was an internet research project targeting men and women in their 20s to 60s living in the Tokyo metropolitan area (Tokyo and 3 surrounding prefectures) who are 'Tokyo Metro users' and 'users of railways other than Tokyo Metro.' We asked about their name recognition of companies and brands that had a record of placing ads on TMV during the period from April 2024 to November 2025. We calculated and compared the average name recognition rate of companies/brands by industry and placement period.
Note that the target brands for this analysis were extracted from companies/brands whose advertising was primarily on Tokyo Metro during the target period (either only on Tokyo Metro, or a higher volume of ads on Tokyo Metro compared to other railways).
Also, from the perspective of verifying the placement effect of TMV, the analysis focuses mainly on the data of Tokyo Metro users.
Long-term placement effect of condominium brands
For condominium brands that often engage in long-term placement, we calculated the average recognition rate of 3 brands doing long-term placement on TMV.
*Average number of placement weeks for target brands: about 33 weeks
As a result, it was 38.5% for Tokyo Metro users and 21.7% for users of railways other than Tokyo Metro, confirming a difference of 16.8 points.
Comparing Tokyo Metro users and users of other railways, the recognition rate of brands doing long-term placement on TMV was higher among Tokyo Metro users, making it clear that awareness is accumulated through continuous advertising.
Effects by placement period for BtoB companies and brands
Next, for BtoB companies and brands, which have various trends from short to long placement periods, we compared the recognition rates by placement period. *Average placement weeks: Short-term approx. 1 week / Mid-term approx. 6 weeks / Long-term approx. 65 weeks
Among Tokyo Metro users, a trend was confirmed where companies with longer placement periods had higher recognition rates: short-term (12.6%), mid-term (18.6%), and long-term (24.9%).
Furthermore, based on short-term placement, recognition grew to about 1.5 times for mid-term and about 2 times for long-term, confirming the growth of the awareness effect according to the length of the placement period.
Although awareness formation can be expected even with short-term placement, it is thought that a higher awareness effect can be expected through continuous placement.
In particular, compared to general consumer goods or consumer durables, BtoB companies and brands are less familiar to consumers, so it can be said that placing ads for as long a period as possible is important to gain awareness.
Conclusion
It is generally said that advertising has an 'accumulation effect' where effectiveness increases through repeated exposure. From this survey, it has become clear that while short-term placement on TMV has a certain effect, there is a trend for awareness to accumulate the longer the placement period.
Transit advertising is a media whose strength and characteristic is being repeatedly encountered in daily life. By continuously advertising over a long period on media that serves as a touchpoint for the target, it can be expected to lead to an accumulation of awareness.
For communication aimed at branding and gaining awareness, we recommend considering long-term placement in transit advertising.
Survey Overview
- Survey Method: Internet research
- Survey Content: Regarding companies and brands that placed ads on Tokyo Metro's in-train vision 'Tokyo Metro Vision (TMV)' between April 2024 and November 2025, groups were created by placement period, name recognition was surveyed, and average values were calculated.
*Surveyed companies/brands that placed more ads on Tokyo Metro compared to other railways.
- Survey Target: 1 metropolis...
Details can also be checked from the link below.
https://www.metro-ad.co.jp/column/detail/id_687.html
Introduction
It is said that advertising has an 'accumulation effect' where effectiveness increases through repeated exposure, but does a similar trend exist for transit advertising? In this survey, we verified the effects of long-term placement on the Tokyo Metro in-train vision (Tokyo Metro Vision, hereafter TMV) based on survey data.
*This content is an example of the survey results and does not guarantee individual advertising effectiveness.
Survey Overview
This survey was an internet research project targeting men and women in their 20s to 60s living in the Tokyo metropolitan area (Tokyo and 3 surrounding prefectures) who are 'Tokyo Metro users' and 'users of railways other than Tokyo Metro.' We asked about their name recognition of companies and brands that had a record of placing ads on TMV during the period from April 2024 to November 2025. We calculated and compared the average name recognition rate of companies/brands by industry and placement period.
Note that the target brands for this analysis were extracted from companies/brands whose advertising was primarily on Tokyo Metro during the target period (either only on Tokyo Metro, or a higher volume of ads on Tokyo Metro compared to other railways).
Also, from the perspective of verifying the placement effect of TMV, the analysis focuses mainly on the data of Tokyo Metro users.
Long-term placement effect of condominium brands
For condominium brands that often engage in long-term placement, we calculated the average recognition rate of 3 brands doing long-term placement on TMV.
*Average number of placement weeks for target brands: about 33 weeks
As a result, it was 38.5% for Tokyo Metro users and 21.7% for users of railways other than Tokyo Metro, confirming a difference of 16.8 points.
Comparing Tokyo Metro users and users of other railways, the recognition rate of brands doing long-term placement on TMV was higher among Tokyo Metro users, making it clear that awareness is accumulated through continuous advertising.
Effects by placement period for BtoB companies and brands
Next, for BtoB companies and brands, which have various trends from short to long placement periods, we compared the recognition rates by placement period. *Average placement weeks: Short-term approx. 1 week / Mid-term approx. 6 weeks / Long-term approx. 65 weeks
Among Tokyo Metro users, a trend was confirmed where companies with longer placement periods had higher recognition rates: short-term (12.6%), mid-term (18.6%), and long-term (24.9%).
Furthermore, based on short-term placement, recognition grew to about 1.5 times for mid-term and about 2 times for long-term, confirming the growth of the awareness effect according to the length of the placement period.
Although awareness formation can be expected even with short-term placement, it is thought that a higher awareness effect can be expected through continuous placement.
In particular, compared to general consumer goods or consumer durables, BtoB companies and brands are less familiar to consumers, so it can be said that placing ads for as long a period as possible is important to gain awareness.
Conclusion
It is generally said that advertising has an 'accumulation effect' where effectiveness increases through repeated exposure. From this survey, it has become clear that while short-term placement on TMV has a certain effect, there is a trend for awareness to accumulate the longer the placement period.
Transit advertising is a media whose strength and characteristic is being repeatedly encountered in daily life. By continuously advertising over a long period on media that serves as a touchpoint for the target, it can be expected to lead to an accumulation of awareness.
For communication aimed at branding and gaining awareness, we recommend considering long-term placement in transit advertising.
Survey Overview
- Survey Method: Internet research
- Survey Content: Regarding companies and brands that placed ads on Tokyo Metro's in-train vision 'Tokyo Metro Vision (TMV)' between April 2024 and November 2025, groups were created by placement period, name recognition was surveyed, and average values were calculated.
*Surveyed companies/brands that placed more ads on Tokyo Metro compared to other railways.
- Survey Target: 1 metropolis...