The entire card will be available to brands- only the back black stripe has to remain untouched.
For the first time, M.T.A. will allow advertising on both the front and back of metro cards. Currently, advertisers can buy space on the back of cards for $450,000 for 2.5 million cards, rates have not been set for the front of the cards. The move comes as the M.T.A. is struggling to find additional revenue sources. NY Times