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Advertisers will now have the opportunity to place ads on all 14 of the buses, earning them a permanent presence across central London.
The move follows research by CBS that found that 91% of Londoners consider the Routemaster the most iconic images, second only to Big Ben, while 86% of consumers questioned were able to remember ads they had seen on the outside of buses. Of those, 61% admitted taking some form of action as a result of bus advertising.
Darren McKay, director of international sales at CBS, said the package represented a “fantastic opportunity” for a single advertiser to promote their campaign on the remaining Routemaster buses in central London.
Last month CBS retained the £100m Arriva bus contract, which runs over five-years and includes the operator's 6,500-strong fleet of buses.