The summer 2018 edition of Sensory Interactive’s Times Square Advertising Report shows strong demand for space on Times Square’s large-format digital displays.
The report, which is prepared five times per year, is based on a visual observation of advertising and sponsorship activity across 71 digital displays in the Times Square market.
Its key metric looks at the ratio of paid advertising to unpaid “house” ads and public service announcements. A higher percentage of display inventory devoted to paid ads indicates stronger market demand from advertisers and sponsors.
Based on this measure, the demand for display space in the district grew to 81% this quarter, its highest non-holiday level since Sensory Interactive began conducting the survey in 2015. This increase was driven by a growth in the percentage of paid content across many of the displays, as well as by a shift from exclusively house content toward more paid advertising on the former Toshiba display at One Times Square.
In addition to measuring the percentage of paid advertising on Times Square’s displays, the Times Square Advertising Report also analyzes the district’s top advertising categories, most active media sales companies, and top five advertised brands.
While there was little change in the rankings of media sales companies this season, there was a shakeup in the top advertising categories, with the food and beverage category making a big jump in the standings, driven in part by a growth in campaigns for consumer brands such as Sunkist, Takis, Dunkin Donuts, and Heinz.
In the list of the most-advertised brands (based on the number of displays each brand’s ads ran on during the survey period), T-Mobile moved back to the top of the rankings, followed by beverage maker Canada Dry in the second spot and the Netflix series 13 Reasons Why at number three.
The report is an outgrowth of Sensory Interactive’s work on some of Times Square’s largest digital media installations, where the company provides services that include revenue strategy consulting, media sales brokerage, design, implementation, and operations management.
Click on the thumbnail below to view the report in your browser, or download a PDF version here.