The winter 2018 edition of Sensory Interactive’s Times Square Advertising Report shows demand for space on Times Square’s large-format digital displays following its typical seasonal pattern of a slight pre-holiday dip.
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 dipped slightly this survey period, with the space devoted to paid ads falling from 85% to 78%. This is typical for the winter quarter, which regularly sees a small dip in demand as advertisers catch their breath before the peak of the holiday shopping season. This number is still higher than the 76% seen during last year’s winter survey period, and we anticipate that we will see a rebound in demand during the holiday survey that is now underway.
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.
In the top advertising categories, winter 2018 saw a drop in retail advertising offset by a surge in media and entertainment advertisers, led by spots for YouTube, big-budget movies, and multiple Netflix programs. And, as temperatures dropped in New York City, promotions for warm-weather travel destinations like Orlando, Barbados, and The Bahamas pushed the tourism category higher.
There was no change in our ranking of Times Square’s most active media sales companies. Clear Channel remains the most active participant by total number of displays, with ten, while Branded Cities has the largest inventory based on square footage, thanks to their representation of the large Nasdaq, Reuters, and Walgreens displays.
In the list of the most-advertised brands (based on the number of displays each brand’s ads ran on during the survey period), Rockefeller Center (eight displays) edged out The Grinch and Netflix’s Chilling Adventures of Sabrina (both on six displays). T-Mobile showed up on five displays, tying it with Adam Sandler’s 100% Fresh Netflix special for the fifth spot in the rankings.
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.