How the DC Metro is a Tool for the Military Industrial Complex

Brett Heinz
October 23, 2023

Originally published by Responsible Statecraft. 

The survey recorded 75 different advertisers, excluding transit agencies. Fifteen received at least $5 million in financial awards from the federal government in fiscal year 2023. Four of those were universities and another was United Airlines, while the remaining 10 were government contractors. Altogether, these 10 contractors received approximately $83.1 billion from the federal government in FY2023.

Nine of the 10 advertising contractors count the Department of Defense (DOD) as their largest government customer: Boeing, CACI, General Dynamics, Google, IBM, KPMG, L3Harris, RTX, and SourceAmerica. Ads for McKesson, which does the vast majority of its government contracting for the Department of Veterans Affairs, were spotted only within the McPherson Square station — two blocks away from the VA headquarters.

While this survey was being conducted, Congress was preparing to meet in committee to negotiate the final version of this year’s National Defense Authorization Act (NDAA), which annually authorizes hundreds of billions of dollars that ultimately go to Pentagon contractors.

The data suggests that contractors are most focused on targeting the Pentagon and Capitol Hill. Contractors made up just 6% of all advertisers in Foggy Bottom-GWU, the only stop near the State Department. In the four stops around the White House, they averaged 9%. Among the three stops closest to Capitol Hill, this number rises to 21%. In the three stations closest to the Pentagon, an average of 46% of all advertisers were contractors.

The Pentagon station, less than 200 feet from the building’s entrance, was 100% occupied by government contractors. In Capitol South, similarly close to the offices of the House of Representatives, one-third of advertisers were contractors. The focus on these two institutions illustrates their importance in keeping contract money flowing: a slim majority of the massive DOD budget goes to contractors each year, and the institution plays a major role in shaping its own budget. The House, meanwhile, is where all budget bills begin. In short, contractor advertising appears to be explicitly targeted at those with the greatest sway over government spending.

Speaking in Tongues

This pattern goes well beyond correlation. Many contractor ads are designed to steer a small number of commuters — agency acquisition officers and congressional appropriations staffers — towards specific government policies. To accomplish this, contractors often use niche language that only their customers would understand. One ad spotted in four stations near Capitol Hill and the Pentagon displayed the tail of a jet above two screens of text: “ENABLES BEYOND BLOCK 4 / ALL THREE F-35 VARIANTS” and “THE SMART DECISION.”

This bizarre message, which caught the attention of social media earlier this year, is promoting RTX’s F135 engine. Estimated to cost $26 million each, these upgrades can be added to “all three” versions of the F-35 jet, whose astronomical cost overruns have helped turn it into the most expensive weapons program in human history. Years ago, Lockheed Martin advertised this same plane in stations near the Pentagon with its own twist on a classic neoconservative slogan: “Peace through strength. Lots of strength.” Today, RTX promises that its add-on goes “beyond” the Block 4 upgrade for these planes (which itself is running $5.9 billion over previous cost estimates).

RTX has bragged to investors about the expensive contracts for its F135 engines, but it still faces competition from other contractors. The conflict between the two is set to be addressed by Congress during conference negotiations for this year’s NDAA. To help secure its new revenue stream, RTX placed ads promoting it in places where the people working on the NDAA will most likely see them, using language that only they would understand. RTX did not reply to a request for comment.

In the past, some firms have been transparent about their narrow audiences. Controversial contractor Palantir, which has handled many confidential contracts, once advertised in the Pentagon station with materials reading: “THOSE WITH A NEED TO KNOW, KNOW."

Total Brand Experience

Outfront Media’s pitch to advertisers for the DC market area highlights its large audience of “political leaders, government employees, and corporate contractors.” To help reach them all, they offer a “Rail Station Domination” deal in 13 Metro stations to allow one advertiser to occupy much of the available space within, an opportunity, it says, to “transform commuters’ daily ride into a total ‘brand experience.’”

Outfront’s list of “Domination” stations includes brief descriptions of why they might be attractive to marketers: “US Dept of Defense” for the Pentagon station, and “Capitol Hill” for Capitol South. Two other stations located near various regulatory agencies are listed simply as places to target “Government.” Contractors have long taken advantage of these deals, such as Lockheed Martin’s 2020 “domination” of Capitol South.

The Pentagon station, a prime target for reaching DOD staffers, was one of a kind. The Pentagon is the most expensive station to “dominate” according to Outfront Media data which I obtained, even though it has substantially fewer riders than some of the others. Advertising to the 665,786 commuters estimated to visit the Pentagon station in a four week period costs $198,000 (about 30 cents per commuter), before fees. Yet in Gallery Place-Chinatown, a station in downtown DC farther away from government buildings, it costs only $120,000 to reach more than three times as many people (5 cents per commuter).

These pricing differences suggest that there is a unique value attached to commuters visiting the Pentagon. Another factor is the Pentagon’s unique layout, in which one advertiser can occupy the entire station for weeks on end, without any competition from others on digital screens. The five “domination” stations visited during this survey averaged 13.6 different advertisers over five weeks; the Pentagon featured only two. In the last week of August, every ad space inside the Pentagon station was occupied by RTX. For the entirety of September, it was Google.

Despite earning little from government contracts last year, Google ran a highly aggressive marketing campaign this September to attract more. Its domination of the Pentagon station featured over 60 ads about their commitment to partnering with the government on cybersecurity policy, one of which implied that the company was already acting in concert with the military: “The U.S. Department of Defense and Google are securing American digital defense systems.”

The company shied away from its nascent attempts to break into government contracting in 2018 after a controversial AI drone deal provoked employee protests. Google executives have more recently reversed course, increased their presence in northern Virginia, and unveiled “Google Public Sector” to fight for more defense contracts. Google Public Sector’s current managing director served as Chief Information Officer at the U.S. Navy until passing through the revolving door in March. The company’s success in winning part of a major software contract late last year suggests its efforts are already paying off.