• Advertising Age, Wednesday, September 23, 2009 11:15 PM

Clear Channel Spectacolor, the outdoor digital signage arm of Clear Channel, will aggregate ad sales for five of the largest digital billboards in New York's Times Square. The initiative, called Times Square Domination, pulls together sign owners Spectacolor, Nasdaq, Reuters, News Corp. and ABC Sports and Entertainment to cooperate and sell the signs together.

A buy across Times Square Domination's five screens, based on current rates, would likely run well into the $500,000 to $750,000 range, according to buyer estimates. Times Square sees 565,000 visitors daily, 47 million annually.

"Buying all these signs at one time had been effectively impossible," says Tom Hennigan, president of P.R.omotion, which will lead ad sales of the new consortium. Ray Rotolo, managing director of Chrysalis, says The Times Square Domination "changes the game because there's audio involved, and it's become almost a live opportunity to interact with the people that are there."

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