Just how large is it? Well, the new electronic billboard will stand a whopping eight stories tall, and it has a length that is close to the length of a football field, which would span the entire block from 45th Street to 46th Street on Broadway, right smack at the center of the Times Square “bow tie.” This billboard will boast of close to two dozen LED pixels, where each of them will contain tiny red, blue and green lights to make it up, delivering a higher level of resolution compared to what some of the high end TV sets of today are able to offer.
The going rate for your ad to appear? One would be looking at (pun not intended) a $2.5 million rental for four weeks, hence making it one of the most expensive pieces of outdoor ad real estate at this point in time.