Billbaord Insider asked readers earlier this week what’s the minimum land lease term they’d accept if they were putting up a new billboard.  This is a topic on which our readers feel strongly to judge from the huge number of responses.  85% of readers want to a landlease with a term of 10 years or more to make it worthwhile to put up  a static billboard.

The lease needs to be 15 years or more to justify a digital billboard due to the fact that a digital billboard costs 4-5 times as much as a static billboard.  80% of readers wouldn’t move ahead with a digital billboard unless the lease was in excess of 15 years.  Half of Billboard Insider’s readers wouldn’t build a digital unless the lease was 20 years or more.

A midwestern out of home executive takes an even more conservative view: “30 years is the minimum lease.  The last 6 leases we have done this year and built are 60 year leases.”

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