Last year HBO garnered a whopping 99 Emmy nominations for its shows and movies and took home 19 accolades, more than any other network on both counts, so it's no wonder that it spends so much money on its outdoor Emmy Consideration ad campaign.
Yes, it's that special time of year again and once again HBO has incorporated the season key art for each of their series and utilised positive quotes and reviews from media publications, radio stations and websites to help sell the shows and nab as many nominations as possible.
Daily Billboard first spied the updated fifth season Game of Thrones Emmy billboard on May 10 with its "The best TV show ever" quote, and after spying the amended Veep and Last Week Tonight with John Oliver creatives, wondered if this year's theme was 'the best'.
However as more HBO Emmy billboards started appearing though May 20, 2015, we realised this was not the case. Maybe there weren't enough 'best' reviews to go around, or maybe it's impossible for every single one of their shows to literally be the best on TV, as that's a bit contradictory.
The second season of HBO's tech comedy, Silicon Valley, was "Start-to-finish hilarious' according to Variety, whilst the first season adapting Tom Perrotta's book The Leftovers was described as "Powerful" in The New Yorker's opinion (although the word Daily Billboard would probably have used would be "Depressing").
The ever outspoken Bill Maher was labelled "Provocative" by The Hollywood Reporter for his political talk show and HBO's Olive Kitteridge mini-series was proclaimed a "Masterpiece" by NPR (and the Golden Globes must have agreed as Frances McDormand was nominated for Best Actress for the titular role).
This year their cohesive Emmy campaign also seems to include a billboard for HBO's sister premium channel, Cinemax, supporting the debut of their period medical drama, The Knick, which was described as "Truly bold" by The Hollywood Reporter.
An Emmy Award recognises excellence in the television industry and to win is great, but supporting your programming with high profile outdoor ad campaigns in L.A. also helps stroke the egos of the talent involved in producing them (we know what delicate flowers they can be).
Also in these days of the digital world we live in with DVR and VOD viewing habits, an Emmy win may encourage someone to check out a series or season they've previously missed, and binge-watch it in its entirety.
Daily Billboard loves this time of year when all the studios and networks start battling it out in the city skyline to grab your attention, not just for new season shows and returning favourites, but also for television from the past twelve months.
Daily Billboard is sure more HBO Emmy billboards may pop up at some stage, possibly for Girls and Vice, so we'll keep our eyes to the skies.
Plus stay tuned for even more Emmy Consideration billboards from other channels and networks in the days and weeks to come.
Who wants to place bets on how many Emmy nominations HBO will receive this year? Will it be over or under 100 do you think?