The Underground is the typical public transport system of contemporary metropolis. In Milan and Rome, the Underground provides more than 50% coverage of local population over a month lapse. Above those two strategic locations offering, IGPDecaux is also present in other important Italian cities: Turin, Brescia and Naples.
The Underground audience is wide and reflects the typical rhythm and attitude of big cities; it is mostly composed of young and young-adults with high status and education, who are studying or working such as employees, managers, middle managers, teachers and freelances.
The Underground safe environment together with its morphologic characteristics creates a peculiar way of perceiving advertising: dimensions, quality, proximity and lack of cluttering elements or other inputs guarantee impact and recall.