• Pasco Florida Approves New Digital Billboards

    tbo.com reports that the Pasco County Florida commissioners have approved a Clear Channel proposal to take down 28 static billboards in exchange for the right to put up four digital billboards.  The digital billboards are scheduled for:

    • US 19
    • State Road 54 east of Little Road
    • Dale Mabry Highway
    • I-75

    The first two conversions will be complete by the end of the year.

    Insider’s take:  Is this is a good or bad deal?  It depends on whether the new digital billboards are 1 or 2-sided.  A takedown ratio of 2:1 to 4:1 is normal in areas with stringent sign codes.  If the four new digital billboards are single sided the 7:1 takedown ratio is high.  Clear Channel will receive some benefit, however, because it will take down poor performing locations and add capacity at its best locations.  If the 4 new digital billboards are double-sided the 3.5:1 takedown ratio is reasonable.

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