Super Bowl could spike DOOH

Dec. 26, 2013

This year it's not just the ads on TV that are going to be big news around the Super Bowl. With this year's NFL championship being played just outside of the country's largest media market, demand for out-of-home ads in tourist-rich parts of New York City and New Jersey also is spiking, according to Ad Age:

But marketers are also facing an unusual challenge: Where else should they buy out-of-home media in a region as large as the New York metro area?

"It's a different animal than when the Super Bowl was played in Indianapolis or even Miami, where people seemed to congregate in one centralized area," said David Krupp, CEO of the WPP agency Kinetic U.S., which focuses on out-of-home. "There's a ton of inventory in the marketplace. What is going to be valuable is where consumers and commuters are going to be."

Super Bowl XLVIII will be played at MetLife stadium in East Rutherford, N.J., about 10 miles from Manhattan. The throngs of people visiting for the Big Game, not to mention the millions who already live in New York, will be dispersed in hotels and residences across the city and in New Jersey.

Nearly all of Clear Channel Outdoor's Times Square billboards (most if not all of which are digital) are sold out to NFL sponsors, Suzanne Grimes, president and chief operating officer of Clear Channel Outdoor North America, told the magazine.

Learn more about DOOH advertising.

Topics: Advertising , Digital Billboards , DOOH Advertising , LED Signs

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