Tag Archives: New Year’s Eve

A Costly New Years

1 Jan

I apologize for not posting in a while but you know how the holidays can be. And let me tell you, my holidays spared none of the traditional cliches you hear about when the conversation turns to Christmas…family drama, epic gift failures, choice words spoken, that one family member that seems to ruin it for everyone. You know, the typical holiday events. But what can I say, I love my family and Christmas was a blast. But now that all the “deck the halls” are sung and those hideous white elephant presents are opened and shoved to the back of the closets, it’s time to get back to business. What better way to ring in the New Year than with a discussion on one of the most exciting events of the year…New Years in Times Square!!Image

The above gorgeous photo from the official Time Square website┬ácaptures all of what New Years is about…hope, glamour, thoughts of what the future holds, and living life to the fullest. Oh wait, did I mention advertising!!!

Having watched this Rockin’ New Years show ever since I was a little girl, all I ever really paid attention to was the artists singing the most popular tunes of the year and dancing with them in front of the television. Now don’t you judge me, you know good and well you were doing Gangham Style with Psy last night. But as I continued to watch some of these tunes being botched by the live performances, my mind shifted to what was truly important. All those HUGE ads and those annoying inflatable stick things that everyone was swinging to and fro!! Now granted those things started to grate on my nerves, especially during the crowd walk thru portions by Ryan and Jenny, but really Nivea?? GENIUS!

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I honestly could not think of a better brand to ring in the New Year. I mean with a slogan, “Dare to be Kissed,” how is that not perfect for such an event focused on that epic midnight smooch? Accompanying these bold blow-ups was a campaign pushing its other lip products to make that kiss just a little more special. But the theme of the perfect kiss did not end there. A contest to bring a couple voted the “Best Kiss of the Year” to the action in Times Square was posted all over Facebook and Twitter. I think Nivea really got it right.

However, my eyes could not stop focusing on all the enormous colorful electronic billboards that seemed to be the backdrop of every shot. So I began to think (I know, a scary concept). But how much do those ads cost? I mean you are getting hundreds of millions of impressions in just one show on television. So I got my Sherlock Holmes pants on and decided to do some research and what I found was astonishing…well to me anyways.

According to Advertising Age, advertising on one of the 11 spaces available on the two most desired addresses in the United States, One and Two Times Square, can cost a brand upwards of $325,000 a month! Now granted like everything else is Manhattan, price depends on size and location. I mean there are some who rent space for just a measly $165,000 a month. For that price I think I might just whip out my tri-fold poster and my sharpies, but then again, these brands might have a littler more financing than my humble college bank account.

But let us look at the facts. There might be some benefits to this Times Square advertising thing after all. Besides being just one of the most sought-after districts for national and international advertising alike…it might reach a few people.

This list is compiled from the official Times Square website.

  • 370,000 pedestrians and 115,000 drivers/passengers pass through Times Square each day
  • Advertising in Times Square can expect close to 1.5 million impressions daily
  • 170,000 employees in Times Square alone, with 66,000 calling this area home
  • NEW YEAR’S EVE = a global audience of roughly 1 billion people

Sooooo what do you think?? Does the price outweigh the benefits? I think this might be an easy question. So as I play Auld Lang Syne on my iPad piano via my new favorite Smule app, Adperspective wishes you a Happy New Year!!! May 2013 bring you much wealth, happiness, love, and travel.

Oh, and things to expect from Adperspective in the New Year…a LOT more postings on all things advertising, products, and outrageous marketing. So if there is a product out there you absolutely love or advertising that you find AMAZING, post a comment or send me an email and I will check it out and maybe even feature it in a post.

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