London Underground to run 24 hours is 'great news for advertisers', says CBS Outdoor

Boris Johnston, mayor of London, said of the plans: "This will not just boost jobs and our vibrant night-time economy, but will further cement London's reputation as the best big city on the planet in which to live, work, visit and invest."

CBS Outdoor is the sole provider of advertising opportunities on the London Underground, and recently celebrated 150 years of advertising on the Underground.

Speaking of the move by Transport for London, Jason Cotterrell, UK managing director at CBS Outdoor UK, told The Drum: “The move by London Underground to 24 hour services at the weekend will undoubtedly be welcomed by consumers and businesses alike. It’s certainly great news for advertisers who will have the opportunity to reach new audiences: those travelling into the late hours of the night and early mornings!

"We expect to see new interest from brands looking to make the most of the chance to engage with a young, affluent and well-connected audience in an effective way. The three-minute dwell time on the platform creates a unique environment where consumers have the time and the inclination to engage with ads.

"Our digital sites will carry different brands and messages for weekend and late night audiences. It’s a very exciting time for the London Underground and we’re proud to play a part in delivering an enjoyable experience for the millions of Londoners that take the Tube every day.”

London's population is set to hit 10 million by 2030.