The power of large-format digital bursts onto the underground scene with four screens located in the busiest areas of Metro Barcelona.

Global thus completes its digital R-evolution in record time, consolidating one of the most advanced DOOH ecosystems in Europe.

 

Barcelona, 14 January 2026 — Global completes its digital R-evolution in Metro Barcelona (TMB) with the launch of BRIGHTER & IMPACT, a circuit consisting of four large-format digital screens located at three of the busiest points in the underground system:

  • 2 AT PASSEIG DE GRÀCIA
  • 1 AT UNIVERSITAT
  • 1 AT ESPANYA

With this rollout, Global consolidates its commitment to transforming mobility spaces into premium digital platforms, capable of offering brands exceptional visibility and new ways to connect with mass audiences.

Metro Barcelona recorded a total of 469 million passengers in 2024, according to TMB data, and in 2025 it has accumulated more than 440 million passengers up to November, representing growth of 2.6%.

These figures position the environment as one of the best advertising showcases of strategic value for advertisers seeking visibility, coverage and frequency in a constantly changing urban context.

 

A new digital circuit for high-impact campaigns

The new large-format screen circuit expands the creative possibilities of the medium, allowing brands to activate:

  • Moving content and dynamic creativity
  • Real-time adaptations
  • Messages by time slot or contextualised
  • High-impact pieces for brand building and immediate awareness

 

A more digital Metro, more visible brands

The new screens are part of the digital transformation plan that already included the installation of the BRIGTHER 250 digital advertising circuit in 34 stations this year, reinforcing Global’s presence in one of Europe’s most important public transport systems.

‘Our commitment is to continue transforming mobility spaces into innovative and relevant environments, offering brands new ways to connect with mass audiences at key moments of the day, especially in a city as dynamic as Barcelona,’ explains Borja Balanzat, Managing Director of Global Spain.

With this momentum, the company completes a digital ecosystem in the metro that combines large format, multi-point screen networks and highly creative media, offering a mix capable of enhancing visibility, coverage and creative innovation.