How Much Does Motorway Advertising Cost in the UK?
If you’ve ever driven along the M1, M6 or M25, chances are you've spotted a bold, high-impact billboard on the roadside - or seen a digital screen at a motorway service station.
Motorway advertising is one of the most effective ways to reach drivers, commuters, and mobile consumers at scale. But how much does it actually cost?
In this guide, we break down typical pricing across the most popular motorway and motorway service area (MSA) formats, plus what impacts your quote.
Motorway Billboard Advertising Costs
Roadside billboards are the most visible and commanding format available across UK motorways. Prices depend heavily on location, size and whether the site is digital or static.
Typical costs:
Static 48-sheet or 96-sheet billboard: £1,200 – £3,500 per 2-week cycle
Digital motorway billboard (D48 / D96): £2,500 – £8,000 depending on impressions and dayparting
Digital screens tend to cost more, but they allow greater flexibility - including daypart targeting (e.g. rush hour) and multiple creatives.
Motorway Services (MSA) Advertising Costs
Advertising inside motorway service stations - like Welcome Break, Moto and Roadchef — is ideal for engaging travellers during dwell time. You’ll find a range of digital and static options available inside and outside the buildings.
Typical MSA advertising costs:
Digital 6-sheets (D6): £500 – £1,200 per screen, per 2 weeks
Static 6-sheets: £400 – £800 per site
Washroom panels: £75 – £200 per panel
Forecourt totem screens: £1,500 – £3,500 depending on location and duration
Buying multiple sites across a region or nationwide pack can unlock discounted rates and broader reach.
What Affects the Cost of Motorway Advertising?
Just like other forms of outdoor media, the cost of a motorway campaign depends on several factors:
Location: Premium roads like the M25 or M4 will cost more than quieter routes
Format type: Digital = higher cost, more flexibility
Duration: Most campaigns run in 2-week blocks, but longer runs offer better value
Audience targeting: National vs. regional vs. hyperlocal
Number of sites booked: Multi-site bookings often attract discounted rates
Have questions about locations, timing or creative specs?
Drop us a line at hello@motorwayadverts.co.uk or call +44 20 7070 4286 - we’ll help you plan the perfect campaign.
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Frequently Asked Questions
Frequently asked questions about Motorway and Motorway Services advertising.
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