Los Angeles

The short answer

LA sits in the top-10 DMA tier: premium digital units run $20-$25 CPM against the $5-$18 band covering most US markets, with 4-week digital flights published at $3,500-$25,000 AdQuick 2026. No LA-specific rate card is published; the tier anchors above are the defensible numbers, and per-unit quotes are where the real price appears.

Freeway volume is the product

LA is a drive market: daily vehicle counts on the 405, 101 and 10 corridors are what a bulletin sells. Impression estimates come from Geopath-audited circulation, not the seller's guess Geopath Ongoing; ask for the Geopath weekly impressions per unit and divide the quote by them yourself. A unit with strong creative sightlines at freeway speed beats a nominally bigger board behind a gantry.

Corridors carry the premium

Sunset Strip: landmark-class units, lease-negotiated like spectaculars, quote-only.
Freeway interchanges (405/101/10): the volume play; quotes anchor to the top of the published band.
Surface streets in Hollywood, DTLA, Venice: pedestrian-plus-vehicle mixes where street-level formats compete with bulletins.

Who to call

Lamar's footprint (about 159,300 billboard displays nationally, 5,500 digital) reaches LA's wider region Lamar Advertising (SEC 10-K, FY2025) As of 31 December 2025, with Clear Channel and OUTFRONT strong in the metro core. Marketplace routes (AdQuick) and per-play (Blip) reach LA screens without a rep. Start quotes with two sellers minimum; negotiation explains why the first number is not the price.

Compare: New York, Chicago. Format math: digital billboards. Budget structure: the $50k plan. Bands: rate board.