Times Square Billboard Advertising

Whether you’re on the East or West Coast, a teenager or an octogenarian, when you think of New Year’s Eve, Times Square in New York City likely comes to mind.

The two have been inseparable since 1907, when the first Times Square ball drop captivated the public. Over a century later, millions continue to tune in or attend the celebration, making it one of the most-watched events on the planet.

But Times Square isn’t just about New Year’s Eve—it’s also one of the most iconic out-of-home advertising destinations year-round. On December 31, that power is amplified, blending global media coverage with high-foot traffic in the most recognizable ad space in the world.

While it may be too late to book billboard space for this year’s celebration, planning early is crucial—slots fill up fast. Here’s what you need to know to advertise in Times Square on New Year’s Eve and why it’s worth every penny.

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

The tradition of gathering in Times Square for New Year’s Eve began in 1904, but the now-iconic ball drop didn’t make its debut until 1907. That first ball—made of iron and wood, illuminated by 100 light bulbs—was lowered down a flagpole at midnight to signal the start of the new year. It weighed 700 pounds and measured 5 feet in diameter, capturing the imagination of the crowd.

The ball drop has occurred nearly every year since, with the only exceptions being 1942 and 1943 during World War II, when New York City dimmed its lights to avoid attracting enemy warplanes. Still, crowds gathered in silence to ring in the new year without the spectacle.

Over time, the Times Square ball has evolved dramatically. From iron and wood to aluminum and now crystal and LED technology, each version has reflected the spirit of its era. Today’s iteration—crafted by Waterford Crystal and powered by Philips Lighting—is a dazzling geodesic sphere weighing nearly 12,000 pounds, covered with more than 2,600 crystal panels and illuminated by over 32,000 LED lights.

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

The exact number depends on who you ask. Official estimates from New York City often range from 1 to 2 million attendees, while Times Square’s own promotional materials typically cite around 1 million people. However, crowd science experts and statisticians argue that the actual number is likely much lower—closer to 60,000 people—based on the physical size of the viewing area.

The main viewing zone, which stretches a few blocks between Seventh Avenue and Broadway, can hold roughly 60,000 people at capacity. But the city often includes viewers in nearby hotels, bars, office buildings, and apartments in their total count, significantly raising the exposure number.

For advertisers, this expanded audience is a big win—your ad reaches far more than just those on the street. Between the in-person crowd and the global TV broadcast audience, advertising in Times Square on New Year’s Eve delivers unparalleled reach.

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

Advertising in Times Square on New Year’s Eve comes with a premium price tag—but for good reason. While a digital billboard in Times Square can range from $5,000 to $50,000 per day under normal circumstances, rates soar significantly for NYE due to the global attention the event receives.

Brands looking to advertise during this high-profile occasion should expect to pay a steep premium. Collectively, Times Square billboards generate more than $20 million in revenue on December 31 alone, making it one of the most lucrative days of the year for outdoor advertising.

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

Television plays a massive role in the Times Square New Year’s Eve experience. The iconic ball drop is broadcast across multiple networks, including ABC, CNN, and Fox, drawing one of the largest TV audiences of the year. According to sponsor materials from Times Square, an estimated 175 million viewers watch the celebration in the U.S., with claims of up to 1 billion viewers worldwide.

While those numbers may be inflated—especially in today’s fragmented media landscape—the actual audience is still enormous. Even conservative estimates suggest that tens of millions of people tune in across various platforms, making it one of the most-watched live events globally outside of the Super Bowl.

Prime billboard placements in Times Square can receive extended airtime throughout these broadcasts, giving advertisers minutes—or even hours—of continuous exposure. On top of that, the viral nature of social media means countless photos and videos of Times Square will be shared, further multiplying your campaign’s reach and impact.

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

Looking to advertise in Times Square during the biggest night of the year? The right billboard placement is everything. These five iconic locations offer the most visibility and prestige, making them the best Times Square billboard spots for New Year’s Eve advertising:

1. ABC Supersign: This massive, curved LED display spans 3,685 square feet and features nine ribbon screens that wrap around the building. As the home of Good Morning America and Monday Night Football, the Disney-owned sign gets premium exposure—especially during the live broadcast of New Year’s Rockin’ Eve with Ryan Seacrest.
2. One Times Square: Arguably the most famous billboard in the world, this screen sits at the very heart of Times Square and is visible to five blocks of pedestrian traffic. According to Geopath, it’s the most-viewed billboard in America. Generating over $23 million annually, this digital marvel is where the ball drop itself takes place.
3. NASDAQ Sign: Standing seven stories tall, this towering display delivers full-motion video and can host live-streamed events. It can also be synced with the adjacent Midtown Financial sign to dominate the block with a spectacular media takeover.
4. Express Screen: Located near Father Duffy Square, these screens stretch 18 stories high. Advertisers can buy the four vertical screens together or individually for flexibility. This location offers tremendous visibility from the northern end of Times Square.
5. American Eagle Billboard: Also across from Father Duffy Square, this LED billboard encompasses 15,000 square feet and sits in a prime pedestrian zone. It’s a popular spot to rest and take photos, making it ideal for brand exposure on New Year’s Eve.

Other major billboard vendors, like Clear Channel Outdoor, offer additional inventory throughout Times Square. Options include dynamic displays with 3D props, LED effects, and immersive extensions. They also offer wallscapes and large-format spectaculars.

And if you really want to go all-in, consider sponsoring the official Times Square ball drop. While it’s a big-ticket investment, it provides unparalleled brand visibility. Past sponsors include CoverGirl and Cosmopolitan. For the second year running, KAY Jewelers is the official “kiss” sponsor, launching a companion TikTok campaign encouraging users to tag their NYE kisses for a social media boost.

Lead Time for Times Square Advertising

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

According to Tiger Party, a leading digital ad tech provider for many Times Square billboards, most high-exposure placements are sold out approximately six weeks before the big event. However, top-tier boards often book up even sooner. If you want your brand to stand out in the heart of the NYE celebration, plan to lock in your campaign at least two to three months in advance.

Demand spikes quickly, so don’t wait—early planning ensures you get the spot you want with enough time to craft eye-catching creative that makes a lasting impression.

Fun Facts About Times Square on New Year’s Eve

Here are 10 surprising and entertaining facts you may not know about the Times Square New Year’s Eve celebration:

1. It was originally dreamed up by the publisher of the New York Times as a publicity stunt to promote the newspaper’s new headquarters.
2. The current crystal ball can display over 16 million brilliant colors—yes, 16 million!
3. The first-ever “time ball,” which inspired the tradition, was introduced in England in 1833 to signal the time to ships at sea.
4. Legend has it that revelers in 1904 could be heard celebrating up to 30 miles away from Times Square.
5. There have been seven versions of the New Year’s Eve ball since the tradition began.
6. After midnight, it takes a crew of about 50 sanitation workers to clean up the confetti, trash, and revelry debris.
7. The average temperature in NYC on New Year’s Eve is a chilly 34°F—bundle up!
8. In 1995, the ball drop was automated and began being controlled by computer for the first time.
9. During World War II, the ball didn’t drop in 1942 and 1943—but people still gathered for a silent candlelight vigil to mark the occasion.
10. In 2021, attendance was capped at 15,000 due to COVID-19 safety protocols.

Want to learn more about advertising in Times Square on New Year’s Eve or during the rest of the year? Get in touch with DASH TWO—we’ll help you create a campaign that captures the spotlight.