The new contract adds 210 urban buses and 36 small-format digital screens at the Málaga Bus Station to Global’s portfolio, expanding its presence in one of southern Spain’s leading advertising markets

Global, the Media & Entertainment Group, has today announced that its Spanish division Global Spain, has been awarded the contract to manage advertising on EMT Málaga’s urban buses and small-format digital screens located at the city’s bus station.

The new contract strengthens Global’s presence in Málaga, where it already manages advertising across the Cercanías train station network, alongside Málaga–María Zambrano’s high-speed rail station and interurban buses. 

Global Spain will manage advertising across a fleet of 210 EMT Málaga buses, operating on 42 routes that connect neighbourhoods across the city. The network is essential to Málaga residents and includes a low-emission fleet, in line with sustainable mobility objectives.

This urban presence is complemented by 36 small-format digital screens at Málaga Bus Station, a strategic hub connecting the city with other destinations and welcoming travellers and visitors every day.

“This contract is a strategic step for Global and strengthens our presence in Málaga, a key city thanks to its economic dynamism, international profile and strong tourism activity.

The addition of urban buses enables us to broaden our product portfolio with a bus network in the country’s major cities, including Barcelona, Madrid, Valencia, Zaragoza and Málaga, among others. This enables us to offer agencies and advertisers new opportunities to connect with audiences in their everyday lives, integrating advertising into the journeys and spaces that are part of city life.”

Borja Balanzat, Global Spain’s Managing Director

In Málaga, EMT buses record more than 53 million passenger journeys a year. This level of activity makes the network an environment with considerable potential for brands looking to connect with a broad, diverse audience on the move.

With this contract, Global continues to expand its presence in Spain’s main urban markets, with a network of more than 6,200 buses connecting cities including Barcelona, Madrid, Valencia, Zaragoza and Málaga.

Global Spain is a leader in outdoor advertising and the number one media owner for transport environments in Spain. The media owner manages advertising opportunities on 6,200 buses, more than 1,400 train stations, 123 metro stations, as well as 4,000 large-format media and digital screens throughout the country.