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As someone who lives in NY, the interesting part of this is learning how much advertising on the big Times Square screen is. By the math here it would be about 350K a day, but it looks like this was put on very late at night/early in the morning, probably when time was cheaper.

40 bucks for ten seconds is still cheaper than I thought though. Now I know that if I really wanted to, I could afford to propose to a girl using the giant times square screen... but only if I propose at like 4AM.