Times square neon

The neon signs of Times Square have turned the plaza into New York's advertising heart, a global icon of pop culture and consumerism.

About this subject

Times Square, originally called Longacre Square, was renamed in 1904 after The New York Times moved its headquarters to the One Times Square building. Since then, the area has become a stage for illuminated billboards that evolved from incandescent bulbs to neon and, more recently, to LEDs. The first major electric sign appeared in 1904, and by the 1920s neon dominated, with brands like Coca-Cola and Budweiser vying for pedestrians' attention. Today, Times Square features over 50 large digital screens and signs, notably the iconic NASDAQ sign, which costs more than US$10 million per year to advertise. The New Year's Eve ball drop tradition, which began in 1907, is watched by millions worldwide.

Culturally, Times Square symbolizes American dynamism and consumerism, serving as a backdrop for movies like 'The Devil Wears Prada' and 'King Kong'. However, its intense lighting sparks controversy: the constant glow affects local wildlife and contributes to light pollution. Still, the plaza attracts around 50 million visitors annually, boosting the local economy. Signs are maintained through long-term contracts with major corporations, and the area has specific regulations requiring buildings to display illuminated advertisements.

Technologically, the shift to LEDs has reduced energy consumption by up to 90% compared to traditional neon, though the brightness remains intense. Maintenance is constant: each major sign is monitored 24/7 to prevent failures. Times Square is a living lab of urban advertising, where brands pay millions per square meter for exposure, making it one of the most valuable locations for outdoor advertising globally.

Frequently Asked Questions

How many signs are there in Times Square?

There are over 50 large digital screens and neon signs in Times Square, plus hundreds of smaller signs on storefronts and restaurants.

What is the oldest sign in Times Square?

The oldest continuously operating sign is the Coca-Cola sign, installed in 1932 at One Times Square, though it has been renovated several times.

Why is Times Square so brightly lit?

The intense lighting results from zoning regulations that encourage illuminated advertisements, combined with commercial competition for attention in one of New York's busiest areas.