New York City | In just a few hours, billions of eyes around the world will focus on a single location: the new 2026 crystal ball atop One Times Square and the iconic LED façade below it. New Year’s Eve in Times Square remains the pinnacle of global out‑of‑home attention - and one DooH company knows better than anyone how to monetize the moment.
Times Square NYE: The World’s Most Watched Billboard
According to industry sources, the One Times Square LED billboard ranks among the world’s most valuable advertising locations – surpassing even the iconic London’s Piccadilly Circus and Tokyo’s Shibuya Crossing. Daily advertising rates can reach USD 150,000, compared to around USD 50,000 in London or USD 30,000 in Tokyo.
The Most Valuable DooH Real Estate on Earth
On New Year’s Eve, however, pricing becomes almost irrelevant. The coveted ad placements surrounding the global countdown are typically reserved for the event’s exclusive sponsor – currently Kia. For brands, the visibility is priceless: over one billion people worldwide are estimated to watch the Times Square celebration across television and livestreams.
A Building Designed for Screens
One Times Square originally housed the New York Times newspaper. Over the past decades, however, the building has evolved from office tower to structural backbone for some of the most desirable digital signage in the world.
The tower is now undergoing a major redevelopment scheduled for completion in 2026. The project includes a new observation deck and immersive experience center. Yet the building’s primary function will remain unchanged: serving as the world’s most prominent – even not the largest – digital canvas.
The 2019 Upgrade: A 25‑Story LED Spectacle
In 2019, multiple stacked LED faces were replaced with a unified five‑screen Samsung LED installation spanning 1,081 m² (11,639 sq ft). Combined, the screens form a 110m (350‑foot) vertical display with a remarkable 1312 × 7380‑pixel resolution – effectively a 25‑story beacon of light.
When the renovation concludes in 2026, additional DooH surfaces are planned for the façade. Industry observers also expect an upgrade of the main display to a next‑generation, finer‑pitch LED system.
New Tradition: Mastering the Moment
The screen is marketed by New Tradition, a Blackstone‑backed premium DooH operator. The company manages several of Times Square’s signature digital landmarks along with a curated portfolio of high‑impact locations across the US. For New Year’s Eve, the One Times Square screen becomes the centerpiece of its portfolio – and arguably the single most valuable ad slot in global DooH.
