Advertising in Times Square on NYE: Cost, Reach & Tips

Whether you’re on the East Coast, West Coast, or anywhere in between, when you think of New Year’s Eve, Times Square in New York City is probably the first image that comes to mind.

The two have been inseparable since 1907, when the very first Times Square ball drop drew thousands of spectators. More than a century later, the tradition remains one of the most-watched events globally—drawing millions in person and hundreds of millions more via broadcast and livestream.

But Times Square isn’t just a cultural landmark—it’s also one of the most powerful out-of-home advertising platforms on Earth. And on December 31, that impact multiplies. With massive global media coverage and nonstop foot traffic, it’s the most visible advertising stage in the world for a single night.

If you’re thinking about placing media in Times Square for NYE, timing is everything. Premium placements book months in advance, so early planning is essential. Whether you’re looking ahead to next year or just exploring your options, here’s everything you need to know about advertising in Times Square on New Year’s Eve—and why it can be worth every penny.

The History of the Times Square New Year’s Eve Ball Drop

The tradition of gathering in Times Square on New Year’s Eve began in 1904, but the now-iconic ball drop didn’t debut until 1907. That original ball—built from iron and wood and lit by 100 incandescent bulbs—was lowered from a flagpole at midnight to mark the arrival of the new year. It measured 5 feet in diameter and weighed 700 pounds, instantly captivating the crowd and setting a precedent for celebration.

The ball drop has been a near-annual event ever since, with only two exceptions: 1942 and 1943, during World War II. With blackout restrictions in place, New York dimmed its lights to avoid drawing attention from potential air attacks. Still, people gathered in Times Square, honoring the moment with a quiet, candlelit observance instead of the usual fanfare.

Since then, the Times Square ball has undergone several transformations, both in form and technology. From iron and wood to aluminum, and now to crystal and LED, each iteration has reflected its time. Today’s version—designed by Waterford Crystal and powered by Philips Lighting—is a breathtaking geodesic sphere that weighs nearly 12,000 pounds. It features over 2,600 triangular crystal panels and is illuminated by more than 32,000 programmable LED lights, creating a brilliant, choreographed display seen by millions worldwide.

How Many People Attend Times Square on New Year’s Eve?

The answer depends on who you ask. Official estimates from New York City often cite 1 to 2 million attendees, while Times Square’s promotional materials typically land around 1 million. However, crowd science experts and statisticians have long argued that the actual number is likely far smaller—closer to 60,000 people—based on the square footage of the viewing area and crowd density limitations.

The primary viewing zone stretches just a few blocks, from roughly 47th to 42nd Street between Seventh Avenue and Broadway, and can hold around 60,000 people at maximum street-level capacity. However, the city’s larger attendance figures often include people watching from nearby hotels, rooftops, restaurants, bars, and residential buildings.

For advertisers, that expanded definition is good news. Your message isn’t just reaching those packed into the barricaded viewing area—it’s reaching a much broader audience. Add in the massive global TV and streaming coverage, and a Times Square placement on New Year’s Eve becomes one of the most high-impact advertising moments of the year.

How Much Does Advertising in Times Square on New Year’s Eve Cost?

Advertising in Times Square on New Year’s Eve carries a steep premium—and with good reason. On a typical day, a digital billboard in Times Square may cost anywhere from $5,000 to $50,000 per day, depending on location, size, and screen visibility. But on December 31, those rates increase dramatically as the area becomes the focus of global media coverage and record-breaking foot traffic.

For brands hoping to tap into that once-a-year exposure, it’s a significant investment. Combined, Times Square billboards generate over $20 million in advertising revenue on New Year’s Eve alone—making it one of the most valuable days in the global out-of-home calendar.

What are advertisers paying for? Maximum visibility, viral potential, and the chance to be part of an iconic, televised cultural event seen by hundreds of millions. If the moment fits your brand, it can be a powerful play.

How Many People Watch Times Square on TV on New Year’s Eve?

Television remains a central part of the Times Square New Year’s Eve experience. The iconic ball drop is broadcast across major networks—ABC, CNN, Fox, and others—making it one of the largest televised events of the year. According to promotional data from Times Square organizers, the event draws an estimated 175 million viewers in the U.S. and up to 1 billion viewers globally.

While those numbers are often debated—especially in today’s fragmented, multi-screen world—the true reach is still massive. Even conservative estimates place the total audience in the tens of millions, spanning live TV, streaming platforms, and international news coverage.

For advertisers, this visibility is a huge advantage. Prime digital billboards in Times Square frequently receive extended screen time during the countdown broadcast—sometimes for minutes or even hours. That kind of passive exposure, amplified by social media shares, selfies, and viral video clips, creates lasting impressions that extend well beyond the night itself.

In short: your ad isn’t just on a billboard—it’s part of the global New Year’s celebration.

The Best Billboard Space in Times Square for New Year’s Eve

Planning to advertise in Times Square on the biggest night of the year? The location of your billboard matters just as much as the creative itself. These five iconic placements offer unparalleled visibility, media coverage, and cultural relevance—making them the most coveted Times Square billboard spots for New Year’s Eve advertising:

1. ABC Supersign: A massive, curved LED display stretching over 3,600 square feet with nine ribbon screens that wrap the building. Owned by Disney and home to Good Morning America and Monday Night Football, this sign gets major air time—especially during the live broadcast of New Year’s Rockin’ Eve with Ryan Seacrest.
2. One Times Square: The epicenter of the NYE celebration and site of the ball drop itself. This iconic display is visible from up to five city blocks and is often referred to as the most-viewed billboard in America. According to Geopath, it generates more than $23 million annually in ad revenue and dominates the countdown broadcast.
3. NASDAQ Sign: Rising seven stories high, this digital marvel supports full-motion video, live feeds, and event takeovers. It can be synced with the adjacent Midtown Financial display for a full-block digital domination that’s impossible to miss.
4. Express Screen: Located near Father Duffy Square, these vertical LED boards tower 18 stories into the sky. Brands can buy all four screens together or separately, offering flexibility while delivering massive north-facing exposure.
5. American Eagle Billboard: Directly across from Father Duffy Square, this enormous LED canvas covers 15,000 square feet in one of the square’s most photo-heavy pedestrian zones. It’s popular with tourists and influencers—making it ideal for social virality on NYE.

In addition to these landmark locations, vendors like Clear Channel Outdoor and Branded Cities offer dynamic inventory throughout Times Square—including immersive displays, 3D props, LED special effects, and wallscapes for larger-than-life branding moments.

Want to go even bigger? Consider sponsoring the official Times Square ball drop itself. It’s a major investment, but the return in cultural capital is unmatched. Past sponsors have included CoverGirl and Cosmopolitan. For the second year in a row, KAY Jewelers is the official “kiss” sponsor—backed by a companion TikTok campaign encouraging users to share their NYE moments online.

Lead Time for Times Square Advertising

When it comes to advertising in Times Square—especially on New Year’s Eve—timing is everything. The earlier you reserve your billboard space, the better your chances of securing a high-impact location with prime visibility during the celebration.

According to Tiger Party, a leading digital ad tech provider behind many of Times Square’s top billboards, most premium placements are sold out approximately six weeks before December 31. That said, flagship boards—like One Times Square and the ABC Supersign—often book out months in advance due to repeat buyers and exclusive contracts.

To truly make your mark on NYE, aim to finalize your campaign at least two to three months in advance. This timeline not only ensures access to top inventory, but also gives your creative team time to produce content optimized for massive LED displays and national broadcast exposure.

Demand spikes fast—so don’t wait. Early planning is the key to standing out in one of the most-watched advertising moments of the year.

Fun Facts About Times Square on New Year’s Eve

Here are 11 surprising and entertaining facts you may not know about the Times Square New Year’s Eve celebration—and why it’s such a magnet for media, tourism, and advertising:

1. The first celebration in Times Square was organized by the publisher of the New York Times in 1904 to promote the newspaper’s new headquarters. It worked.
2. The current Waterford Crystal ball is capable of displaying more than 16 million colors, thanks to its 32,256 LED lights.
3. The original concept of a “time ball” was introduced in England in 1833 to help ships synchronize their chronometers.
4. Revelers at the inaugural 1904 event were so loud, newspapers claimed they could be heard from 30 miles away.
5. There have been seven different versions of the New Year’s Eve ball since 1907, each reflecting evolving technology and design.
6. After the clock strikes midnight, more than 50 sanitation workers sweep Times Square clean—removing nearly 50 tons of confetti, trash, and celebration remnants.
7. The average temperature in NYC on New Year’s Eve is just 34°F. If you’re attending, dress warm and bring layers.
8. In 1995, the ball became fully automated and is now controlled by sophisticated computer systems for precision timing.
9. Even during wartime, the spirit endured: The ball didn’t drop in 1942 and 1943 due to blackouts, but crowds still gathered silently for a candlelit vigil.
10. In 2021, COVID-19 restrictions capped attendance at 15,000—a dramatic drop from the typical 1 million estimate.
11. The entire celebration generates massive earned media value for brands, making Times Square advertising on New Year’s Eve one of the best ROI plays in out-of-home.

Want to explore advertising in Times Square for New Year’s Eve—or any time of year? Contact DASH TWO to plan a campaign that owns the moment and captures the crowd.