Global is redefining advertising in the Barcelona Metro (TMB) with the launch of Geometro, the first indoor audience measurement tool in this environment, offering cross-media evaluations and advanced KPIs

  • Global presents Geometro, the first indoor measurement tool for the Metro, developed alongside CUENDE Infometrics.
  • Since 2024, Global has been leading the transformation of the Barcelona Metro (TMB) environment through a comprehensive advertising ecosystem, now measurable through Geometro.

Barcelona, 26th March 2026 – Since 2024, Global has managed the advertising spaces in the Barcelona Metro (TMB), further strengthening its leadership in Barcelona’s out-of-home advertising market. This milestone reinforces the company’s strategic 360° positioning across the metropolitan area, with a leading presence in the city’s transit segment, spanning train stations, metro, as well as city and intercity bus networks.

In 2025, Barcelona Metro (TMB) reached a historic record of more than 479 million annual passengers, consolidating its position as a sustainable, high-reach advertising environment with a unique ability to connect with large-scale, high-value audiences.

Taking this into consideration, and as part of the company’s commitment to innovation, Global is further advancing the evolution of the Barcelona Metro (TMB) environment with the launch of Geometro, the first indoor audience measurement tool designed specifically for this setting. Developed alongside CUENDE Infometrics, allowing advertisers to analyse urban transit behaviour, optimise planning, and evaluate the real impact of their campaigns.

 

Geometro: Revolutionising Audience Measurement in Metro

Geometro is revolutionising the way advertising effectiveness is measured in the metro, providing precise metrics on reach, impacts, GRP and OTS, as well as advanced indicators that enable cross-media evaluation across Global’s advertising ecosystem.

These insights enable agencies and advertisers to optimise their strategies using reliable, detailed and result-driven data, positioning the metro stations managed by Global as the epicentre of communication that not only drives impact, but also informs, connects and creates value for brands.

The tool incorporates advanced technologies such as satellite imagery, artificial intelligence, patented algorithms and Big Data sources, enabling the likelihood of contact to be measured using variables such as location, the number of passengers, sizes of the formats as well as its visibility across different areas of each station.

 

Digital Transformation: Driving Innovation and Real-Time Measurement

Since securing the contract, Global has led a major transformation of the Barcelona Metro (TMB) environment, turning its stations into key communication spaces for agencies and advertisers through the rollout of a true digital revolution.

This transformation has taken shape through the installation of more than 250 small-format digital screens and 4 large-format spectacular digital screens in strategic stations such as Passeig de Gràcia, Universitat and Espanya, reinforcing the metro as an innovative, dynamic and constantly evolving advertising medium.

This rollout is complemented by a broad portfolio of more than 1,700 advertising formats, including six-sheet faces, murals and stair panels, distributed across 123 stations and 5 lines. All of these are integrated into Geometro, making it possible to deliver a comprehensive measurement of the entire environment.

The combination of digital and conventional formats allows for more precise targeting, greater planning flexibility and more advanced measurement of advertising impact, giving advertisers a competitive advantage based on real data.

 

A Comprehensive Measurement Ecosystem

With the launch of Geometro, integrated into the GEOMEX methodology, Global is consolidating a cross-platform measurement system that enables campaigns to be compared, planned and optimised through a cross-media planning approach across its four main environments:

  • Buses
  • Train stations
  • Metro
  • Billboards and Digital Monopoles

The combination of data, technology and advanced analytics reinforces the company’s commitment to smarter, more effective and more impactful advertising, aligned with current market needs and the evolution of cities.