CHICAGO For the first time Miller Brewing Company is displaying advertising that can be prominently seen while watching the Chicago Cubs play at Wrigley Field.
A billboard advertising Miller Lite was set to be unveiled today during the Cubs' home opener but was delayed due to snow conditions at the ballpark, a Miller Brewing representative said.
Creative details were not disclosed. The Milwaukee brewer takes over a spot occupied by Hoffman Estates, Ill., retailer Sears, Roebuck and Co. Sears took over that sign in 2001.
The billboard, visible from inside the ballpark from right field, was occupied by local car dealership Torco since the mid-1980s.
The outdoor display is controlled by the Ozag family, which owns the building behind the field where the billboard is located on the roof. While spending was not revealed, media sources pegged the cost of the billboard at up to $50,000 per month.