Adrian J Cotterill, Editor-in-Chief
With holiday advertising in full swing across New York City, Pearl Media is seeing increased demand for its Midtown Digital Network and its ability to reach not only holiday visitors but regular New Yorkers.
Currently with 30 double-sided LED screens across 15 locations (expanding to 20 locations/40 screens by the end of Q1) from 41st to 56th Streets, the network is the first private full-motion, eye-level digital network in Manhattan and is becoming a critical complement to Times Square buys, capturing the wave of seasonal shoppers, commuters, and visitors moving through Midtown’s busiest corridors.
Josh Cohen, CEO, Pearl Media. told us “Times Square gives you the big splash, but Midtown is where the city actually moves. People are commuting, grabbing dinner, heading to a show, shopping: real New York behavior. That’s the moment advertisers want during the holidays. Our network puts large format screens right in the consumer journey, so brands aren’t hoping to be seen—they’re guaranteed to be. It’s straightforward, high-impact visibility, and it’s why demand keeps climbing”.
While Midtown remains a global holiday destination, brands are recognizing that advertising at eye level on the surrounding streets of Midtown reinforces campaign frequency and extends reach beyond saturated Times Square. Pearl’s network was privately developed over two years to fill exactly that gap: high-density, street-level coverage along 6th, 7th, and 8th Avenues, where holiday foot traffic surges from office workers, theatergoers, shoppers, and tourists.
Each screen is positioned approximately ten feet off the ground, sized at 8’ x 12’, and optimized for head-on visibility—making it ideal for seasonal campaigns seeking both impact and repetition. Advertisers can purchase the entire network with a single buy—direct or programmatic—mirroring how the modern OOH marketplace increasingly transacts in high-density digital formats.
Holiday advertisers are also tapping into updated audience data that demonstrates the network’s value in driving engagement and attention.
• 69% of viewers live within 50 miles of Midtown
• The audience skews: Urban, Professional, High-Income with significant spending power
• Affluent audience earning over $150K (over-indexes with U.S. Population by 17%)
• 51% hold a Bachelor’s degree or higher
• Ethnically diverse, especially among Hispanic (25%), Asian (13%), and Black (13%) compared to national averages.
• They pursue culture: 16.4% love live theater, 24% visit museums, and over 40% are passionate about travel.
Follow DailyDOOH