Billboards have become king in the Emmy race

The Hollywood Reporter

Los Angeles' top outdoor advertising companies have seen year-over-year increases in Emmy For Your Consideration advertising spending since there are a large number of shows vying for a limited amount of ad space. "The billboard has become king in FYC campaigns," says Showtime director of awards Austin O'Malia. "It's a statement to everyone that sees it that this is a real contender." O'Malia adds: "In prior years, we could start in February or March. If you wait that long now, you would really risk getting shut out or losing some of the more valuable opportunities." Some networks and streamers are even paying for permanent, year-round billboards so that they'll always have a leg up on the Emmy competition.