NEWS

ADVERTISING ON TLC LICENSED VEHICLES

Review of Proposals and Overview of Current Advertising

Office of the First Deputy Commissioner

Pilot Program Proposals

• Pilot Program Rules – Chapter 14

– Passed by the Commission last year

– Establish a clear evaluation process that involves
   the Commission

– Multiple pilot program proposals received:

• Equipment and technology

• Advertising

Advertising Pilot Proposals

• Interior of Vehicles

– Publication Pockets (Clear Channel)

Photo from Clear Channel Taxi Media

• Interior of Vehicles

– Decals (Tailored Media)

Photos from Tailored Media

• Exterior of Vehicles

– Hubcaps (Ad Fleet)

Photo from Ad Fleet

• Exterior of Vehicles

– Wraps (Tailored Media)

• Full vehicle or panels

Photo from Tailored Media

• Exterior of Vehicles

— Rear Window Decals

• Apparent conflict with New York State Vehicle and Traffic Law

Photo from Best Moving Media

Current Advertising

• Medallion Taxicab Rooftops

– Billboard-type

• Tent or A-Frame

Photos from TLC staff

• Medallion Taxicab Rooftops

– Billboard-type

• Rectangular

Photo from Astra Media Group website

• Medallion Taxicab Rooftops

– Digital units

• Full digital

Photo from Adapt Media website

• Medallion Taxicab Rooftops

– Digital units

• Billboard and digital combination

Photo from Astra Media Group website

• Basis of approval

– NYC Administrative Code (Section 19-525)

• Mandates TLC permits for any exterior advertising

• Sets annual fee of $50

• Authorizes the Commission to establish rules to regulate the type and size of advertising matter

• Authorizes the Commission to revoke permits for advertising“ offensive to public morals”

– TLC Rules (Taxicab Owners, Section 1-35)

• Requires any exterior and interior advertising to be approved by the Commission

• Requires that the advertising be “maintained in good condition”

• No specifications in TLC rules for unit standards or size

– TLC Rules (FHV, Section 6-12 (f) (2))

• Requires any exterior and interior advertising to be approved by the Commission (none currently approved)

• Prohibits rooftop advertising

• No rules for unit standards or size

– TLC Rules (Paratransit, Section 4-10 (l))

• Requires any exterior and interior advertising to be approved by the Commission (none currently approved)

• No rules for unit standards or size

– Legal Agreements/MOU’s

• Approval letters from TLC for various advertising units

• MOU’s authorizing limited pilot programs for various advertising units

• Engineering review by City Department of General Services (DCAS) for certain units

• Value Added

– Licensees - Monthly revenue source

– City - Permit fee covers administrative expenses

– Public - General cost/benefit of outdoor advertising

Alternative Approaches

• Chicago model

– Tied advertising to requirements for clean air and accessible taxicabs

– Established revenue-sharing model to provide driver benefits (lower lease caps)

– Rules on advertising unit size, materials and locations

Current Advertising

• Emerging Trends

– “Taxi Top Extensions”

– 4-sided advertising

Photo from Clear Channel Taxi Media website

Photo from Adapt Media Group website

• Prior Commission discussions

– Aesthetics and Public Value

• Concerns about visual clutter

• Concerns about use of the public domain for private purposes

• Municipal Art Society input suggested

– Other TLC-licensed vehicles

• Concerns that rooftop advertising on FHVs would blur distinctions with medallion taxicabs

• Concerns of unfairness if advertising were limited to certain types of TLC-licensed vehicles

– Industry Economics

• Concerns about level of economic benefits for drivers

Advertising: Current and Future

• Medallion rooftop advertising:

– Safety

– Aesthetics

– Content

– Public Value

– Industry Economics

• Other advertising:

– Other TLC-licensed vehicles

– Pilot Program review or separate rulemaking

– Safety

– Aesthetics

– Content

– Public Value

– Industry Economics

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