Billboards, like all media, are priced, based on the audience they deliver. A billboard on an Interstate will have more viewers, so will be more expensive that a billboard on a rural highway. Makes sense…
However, when compared to traditional media, Peter J Solomon Investment Firm (specializing in media) in a March 2016 report, detailed the Out of Home industry is far more efficient. This study showed that OOH’s Cost per Thousand (viewers delivered) is much cheaper – generally in the $2 to $5 range per thousand. This compares with spot television and radio near $10 per thousand, Prime Time over $30, Magazines nearly $15 and Print over $30 per thousand.
So it’s a Myth that Billboards are Expensive.