Cost of Billboard Advertising in Times Square
- Jan 15
- 3 min read
Updated: Feb 6
According to one Harris Poll study -
About half of adults agree that seeing an out-of-home ad at a major event or iconic area would make them more interested in a brand or product than in other forms of advertising.
In New York, one iconic location with worldwide recognition is Times Square.
With Broadway, transit, food, entertainment, and its landmark status, Times Square allows for brands to have a big moment. But how much does it cost to advertise on a billboard in Times Square?
Cost can vary depending on several factors, and in this brief blog post, we'll give you an idea of what you can expect to pay for a billboard in Times Square along with a few considerations.
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What factors affect the cost of billboard advertising in Times Square?
Location: Location is key when it comes to the cost of a billboard in Times Square. For example, a standard non-prime screen in Times Square could be $50,000 for a 15-second spot for 4 weeks, while the Marriot Marquis could be $300,000 per 4 weeks for a standard spot. Advertisers should consider OOH inventory adjacent to Times Square if they want to weigh their options.
Duration: One factor that can affect the cost of a billboard in Times Square is the number of minutes per hour (MPH) that you purchase. MPH campaigns can be scaled anywhere from $10,000 to $500,000 per 4 weeks, depending on how many MPH you are purchasing.
Size: Simply put, you can expect costs to increase as your billboard increases in size.
What OOH formats are available in the Times Square area?
Digital Screens: Digital billboards, spectaculars, etc. provide advertisers a ton of flexibility in costs and campaign length. Without having to print or install any materials, there's some immediate cost-saving with a digital activation. Additionally, vendors can offer different packages where you can purchase a Share of Voice (SOV) and duration length.
Keeping in mind, a Roadblock Campaign - where you buy 100% share of voice (SOV) on a screen or screens for a minimum of 1 hour - can be more expensive, but you do own the hour.
Static/Traditional : Static billboards, which are not digital, can be a bit more expensive depending on the installation and production costs. These can be as high as $20,000 to $30,000 for production and $80,000 to $100,000 for installation. Static media costs are usually in the $30,000 to $60,000 price range, with some units costing $100,000 or more.
These are generally sold in longer durations (a standard 4-week cycle) but your brand would own every hour, of everyday, for 4 weeks.
What other factors are there to consider for billboard pricing in Times Square?
Seasonality: The time of year can affect the cost of your activation. As you can imagine, a special event or moment like New Year's Eve where revelers gather for the ball drop can get competitive in pricing. We recommend reaching out as early as possible if this is a key time for your brand to be seen.
Advanced Creative: The good thing about digital OOH is the cost-savings in production. However, with advancement in technology to create 3D anamorphic advertisements, be sure to include these costs in your budget. These 3D ads are immersive and eye-catching, creating an illusion that the ad is leaping toward you!
There is so much billboard inventory in Times Square that everything is scalable depending on when a brand wants to advertise and if they are flexible as to where in Times Square their ad is placed.
The job of PJX Media is to find the match between brand, format, and placement to ensure objectives are met with the given budget. We work closely with all the vendors in New York city who offer OOH advertising inventory in and around Times Square.
For more information on how to activate your next OOH campaign in Times Square, contact us today!
