Abstract: The results of a naturalistic study showed that several driving performance measures in the presence of digital billboards are on a par with those associated with everyday driving, such as the on-premises signs located at businesses. These performance measures included eyeglance performance, speed maintenance, and lane keeping. The current study was conducted in Cleveland, OH following the model of a previous study conducted in Charlotte, NC (which showed no measurable effects of conventional billboards on eyeglance patterns, speed maintenance, or lane keeping). Thirty-six drivers drove an instrumented vehicle on a 50-mile loop route in the daytime along some of the interstates and surface streets in Cleveland. The overall conclusion, supported by both the eyeglance results and the questionnaire results, is that the digital billboards seem to attract more attention than the conventional billboards and baseline sites. Because of the lack of crash causation data, no conclusions can be drawn regarding the ultimate safety of digital billboards. Although there are measurable changes in driver performance in the presence of digital billboards, in many cases these differences are on a par with those associated with everyday driving, such as the on-premises signs located at businesses
Publication Year: 2007
Publication Date: 2007-03-01
Language: en
Type: article
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Cited By Count: 22
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