How reliable is event-end triggering?

Very — the major SSPs let you feed a schedule of scheduled event-end times and automatically activate 15-30 minutes before. For same-day playoff games or overtime, we adjust the flight in-flight.

Can we buy just Knicks games and not concerts?

Yes — we build separate flight lists for the Knicks, Rangers, and concert series so you're not paying to reach a Billy Joel crowd if you're advertising a Whoop-style athletic recovery product.

Is there inventory inside MSG itself?

The in-arena digital is sold by MSG's own sponsorship team on multi-event packages. For flexible, event-by-event buying, the surrounding street-level and Penn Station network is the right lever.

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Sports & Entertainment — Manhattan

Madison Square Garden Post-Event DOOH

20,000 fans exit Madison Square Garden in under 12 minutes after every Knicks game, Rangers game, and headline concert. A pre-triggered DOOH burst on 7th and 8th Avenues turns that egress into a captive, high-energy audience for QSR, sports betting, ride-share, and streaming.

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Live screens in plan

Venue types

Dayparts

Manhattan

Borough

Live inventory map

Every screen in the Madison Square Garden plan

This is not a mock-up. The map below is powered by the live Goldfish Ads inventory for campaign code eeknVmuynfg — 892 real digital screens available today across Penn Station / Midtown West.

Data source: Goldfish Ads live inventory API · Filters and venue types are interactive inside the map.

The audience

High-arousal fans, one exit corridor, zero distractions

MSG runs 300+ ticketed events a year. Every one produces the same egress pattern: a 12-minute exit surge onto 7th Avenue (main), 8th Avenue (west entrance), and 33rd Street to Penn Station. Fans are hyper-alert, phone in hand, and looking for the next thing — dinner, a bar, a ride, a bet.

Knicks & Rangers fansConcertgoers (Billy Joel, Weekend, etc.)Sports bettorsNight-out crowdRideshare-heavy demoQSR / late-night diners

Addressable scale

~4.5M annual attendees; peak Knicks games clear 19,800 seats + standing room.

The play

How we execute the buy

Book programmatic DOOH inventory with time-triggered activation set to 15 minutes before scheduled event end. This is a standard capability on the major SSPs — Vistar, Place Exchange, and Broadsign Reach all support event-triggered flights.

Concentrate impressions on 7th Avenue from 31st to 34th, 8th Avenue from 31st to 34th, and the digital displays inside and above Penn Station's Moynihan Train Hall.

For sports betting operators, this is one of the highest-intent windows in the country — a Knicks fan walking out of a close game is deep in the sports mindset. Include a QR to a same-night promo.

Formats in the mix

Screens that carry the message

›LinkNYC 55" kiosks
›Digital urban panels
›Moynihan Train Hall digital
›Penn Station digital
›Roadside digital bulletins on 8th Ave

How we measure

KPIs we track for this play

›Egress-window impressions delivered vs. schedule
›Same-night mobile visits to sponsored bars/restaurants
›App installs / bet placements within 90 minutes of trigger
›Rideshare app opens attributable to campaign

FAQ

Questions buyers ask about Madison Square Garden

How reliable is event-end triggering?: Very — the major SSPs let you feed a schedule of scheduled event-end times and automatically activate 15-30 minutes before. For same-day playoff games or overtime, we adjust the flight in-flight.
Can we buy just Knicks games and not concerts?: Yes — we build separate flight lists for the Knicks, Rangers, and concert series so you're not paying to reach a Billy Joel crowd if you're advertising a Whoop-style athletic recovery product.
Is there inventory inside MSG itself?: The in-arena digital is sold by MSG's own sponsorship team on multi-event packages. For flexible, event-by-event buying, the surrounding street-level and Penn Station network is the right lever.

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Barclays Center

The Atlantic Avenue-Barclays Center transit hub is Brooklyn's densest DOOH surface. Nine subway lines and the LIRR converge here, and every Nets, Islanders, and concert egress funnels through it. A geofenced DOOH burst reaches Brooklyn-native millennials at peak cultural energy.

Cultural & Tourist

Broadway Theater District

13 million Broadway tickets are sold every year, and nearly every ticket-holder walks the same 8-block grid between 5 and 7 PM on their way to dinner and the show. That's the most affluent, most attentive, most photograph-happy tourist audience in America — hiding in plain sight.

Cultural & Tourist

Radio City Music Hall

Radio City queues stretch a full block along 6th Avenue for the Rockettes' Christmas Spectacular, Tribeca screenings, and A-list residencies. Slow-moving lines translate directly into exceptional DOOH dwell time — 4-8 minutes of face-time per impression.

Keep exploring

Bars & restaurants DOOH Programmatic DOOH Iconic screens DOOH retargeting

The full playbook

See all 73 New York DOOH media strategies in one place

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