Space for new LED sign in Piccadilly Circus made available
There is a new space in London's famous Piccadilly Circus for a large scale LED display, after long term advertiser Sanyo pulled its brand from the hoarding which it has occupied for decades.
In recent years, Piccadilly Circus has seen several significant changes to the type of displays available to firms, with the most recent alteration occurring last year, when TDK kicked out its traditional, neon-powered sign in favour of a brighter, more efficient LED display.
LED displays have come to dominate Piccadilly Circus, with the other major, permanent boards from McDonalds, Coca-Cola and Panasonic also making the transition to the new technology in the past few years.
The Sanyo advert had been in place since 1984, although according to Marketing Magazine, the brand had had a presence at Piccadilly Circus since 1978.
Property group Land Securities has owned the various advertising spaces in this location for 40 years and spokesperson Tim Allibone, said that the exit of Sanyo left a big, exciting opportunity for a newcomer to stake its claim in one of London's most iconic areas.
Mr Allibone said that around 56 million people pass by the signs every 12 months and he pointed out that with the approach of the 2012 Olympics, this is set to increase, as even more tourists head to the UK capital.
The last time that Piccadilly Circus saw a major brand removed from its iconic hoardings was seventeen years ago when Panasonic was replaced by Samsung. This intensifies the significance of Sanyo's move to step out of the running.
Brands take out agreements to remain in residence for many years, with LG signing a deal which will see it ensconced until 2014, after it erected a curved LED display to showcase its brand.