NYC declares victory over ‘Times Square-style’ digital floating billboards

A billboard floats on a boat in the Hudson River, with the New York City skyline behind it.Bruce
Bennett/Getty Images

The company that operates the LED screens will take its boat to
another state

The Times Square-style billboards that have dotted New York
City’s waterways since last fall are gone for good.

Six months after
suing Ballyhoo Media
, the company behind the floating LED
advertisements, the city announced that it reached an agreement
that bans the company from operating on any New York state
waterway. The company agreed to pay $100,000 to the city and to
“temporarily relocate” the billboard boat to Florida, the city

“Our legal action has resulted in a big win for New
Yorkers,” Georgia M. Pestana, acting corporation counsel at the
city’s Law Department, said in a statement. “Ballyhoo will no
longer operate its water-based ads anywhere in New York State in
defiance of laws intended to further traffic safety and the
public’s enjoyment of the waterfront.”

A preliminary injunction had already banned the company from
operating within 1,500 feet of the city and anywhere near a major
roadway. That followed the passage of a
state law
vessels from operating in New York’s navigable
waters, but Ballyhoo had argued that the company could continue
operating despite the new legislation because it
interfered with interstate commerce.
Now, as part of the
agreement with the city, Ballyhoo also withdrew that argument.

“Floating billboards are sunk. Good riddance!” State Sen.
Brad Hoylman, who sponsored the state bill banning the ads, said on

But though the company may be gone from New York state waters,
Ballyhoo’s CEO is not giving up on other states, like New

“As the settlement states, we retain the right to return to
any waterway outside New York, including New Jersey,” Shapiro
in a statement. “To that end, we look forward to
continue exploring opportunities on the Hudson River and utilizing
our platform to bring communities together through engaging
advertising campaigns, events and experiences as we’ve always

Source: FS – NYC Real Estate
NYC declares victory over ‘Times Square-style’ digital floating billboards