How much does a Times Square billboard cost?

Four-week landmark leases are quote-only through owners like OUTFRONT; no published rate card exists. The published transactable figure: about $40 per play through Blindspot's self-serve route, roughly 77x its ~$0.52 global median play price.

Is a Times Square billboard worth it?

As performance media, rarely: the per-impression premium is steep. As a PR asset (press photos, investor decks, social clips), a short per-play flight can buy the artifact for hundreds of dollars instead of a quote-only lease.

Spectaculars

The short answer

Times Square and landmark digital leases are quote-only; owners publish no rate card OUTFRONT Media 2026. The one published transactable number: about $40 per play through Blindspot's self-serve route, against a ~$0.52 global median play price on the same platform Blindspot 2026. Everything else you have read is folklore.

The internet is full of confident Times Square monthly prices. None trace to a published rate card, so none appear here. What can be said with sources: OUTFRONT owns marquee Times Square inventory and quotes leases privately OUTFRONT Media 2026, and self-serve platforms now sell the same neighborhood by the play.

The published math

~$40

Per play, Times Square

Blindspot self-serve, 2026

~$0.52

Global median play

Same platform

~77x

Landmark premium

40 / 0.52, arithmetic

$1,000 buys about 25 Times Square plays at the published example rate.

What a lease buys that plays do not

Share-of-voice: a lease guarantees loop position and frequency; per-play buys whatever slots clear.
Dayparts: leases lock the hours that matter (evening foot traffic); auctions price them up instead.
The PR artifact: for a press moment, 25-100 plays with a photographer present costs hundreds, not a quote-only lease. Decide which product you are buying before you call a rep.

Landmark boards elsewhere

Sunset Strip, Piccadilly Circus and equivalents run the same structure: one owner, no published card, negotiated leases. Piccadilly sits inside the UK market where digital is 67% of a £1.44bn OOH industry Outsmart (UK OOH trade body) FY2025; UK buying notes are on the UK page.

Rational uses in a plan: the $100k launch. NYC beyond Times Square: New York. The head question: billboard cost. Bands: rate board.