Abstract: A display assembly for a plurality of thread-like products sold by length, with relative dispensing method, includes at least one display module provided with a plurality of reels with a dispensing path with a counting device thereon to measure the length of product, wherein the counting device includes: a counting drum mounted in rotation on a support carriage; a tilting lever mounted tilting opposite the counting drum and having at least one pressure counter roller to push the product in contact coupling with the counting drum when the lever is biased into a closed/non-working position by elastic elements, the lever able to switch between the closed/working position and an open/non-working position overcoming the bias of the elastic elements; and elements for detecting rotation of the counting drum and issuing a measuring signal proportional to the rotation to a logical processing unit interfaced with a viewing device and a printing.