What Makes One Billboard Cost More Than Another

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There’s no single price for a billboard. Two boards in the same city can be priced very differently depending on where they sit, how big they are and how easy they are to see. Here’s a closer look at what drives the difference, so you can tell a good deal from an overpriced board.

Looking for prices?

For current price ranges by board type and market, see our billboard costs guide. This page explains why prices vary.

LocationThe biggest price driverTraffic, audience and market size
SizeBigger boards cost morePlus higher printing and install costs
VisibilityEasier to read, higher priceRoad side, distance, height and obstructions

Location

Location decides who sees your ad and how many people pass it. A billboard in Times Square costs far more than one in rural Indiana. Prices generally rise closer to cities, where more people live and drive, and freeway boards cost more than boards on quieter highways because they see more traffic.

Three measures shape what a location is worth:

  • Circulation. The total number of people who pass the board, in cars or on foot. It counts everyone going by, whether or not they look at the ad.
  • Impressions. An estimate of how many people actually see the board, based on its size, visibility and how fast traffic is moving.
  • Demographics. Who passes the board by age, gender and income. An audience that matches what advertisers want can raise the price.

Size

Larger billboards cost more to rent. They make more impressions and a bigger impact, and they also cost more to print and install than smaller boards.

Visibility

How easily drivers can read a board has a direct effect on its price:

  • Right-hand reads cost more. A board on the right side of the road is closer to drivers and easier to read than a left-hand read.
  • Setback boards cost less. A board more than 600 feet from the road is harder to read, so it’s priced lower.
  • Very tall boards cost less. Boards 80 to 100+ feet above the road sit outside a driver’s natural line of sight.
  • Obstructions lower the price. Trees, signs or buildings that block part of the view make a board less valuable than an unobstructed one.

See what billboards cost in your area

Get current price ranges by board type, then pick your city to see available boards, with no obligation.

See Billboard Costs