The use of commercial advertising on large scale electronic billboards for highways and their relation to driver safety and driver distraction, literature review.

Lazarus, Jon M. · 2008 · ROSA P / Oregon. Dept. of Transportation. Research Unit

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Summary

This literature review, conducted by the Oregon Department of Transportation (ODOT) in 2008, examines the relationship between large-scale electronic billboards (EBBs) and driver safety. The study was motivated by the installation of four high-quality digital billboards in Salem, Oregon, one of which was visible to interstate traffic on I-5. As digital billboards offer enhanced brightness, flashing capabilities, and video content, they present new variables for driver distraction compared to traditional static advertising. The report aims to assist local and state officials in determining appropriate regulatory actions by synthesizing existing national research and perspectives. The methodology consists of a comprehensive review of existing studies, publications, and regulatory frameworks regarding outdoor advertising and driver distraction. The author analyzed historical data on vehicular fatalities, specific studies on driver eye-movement and inattention, and the varying regulatory approaches adopted by different state Departments of Transportation (DOTs) and municipalities. The review also incorporates legal notes from the Oregon Land Use Board of Appeals and specific regulations from Washington and Oregon DOTs to contextualize the issue within the Pacific Northwest. The findings indicate that roadside advertising contributes to driver inattentiveness, with studies showing that drivers have longer eye fixations on advertisements than on traffic control signs. A 2006 NHTSA study highlighted that eyes-off-road durations greater than two seconds significantly increase crash risk. While two industry-sponsored studies claimed EBBs were no more dangerous than conventional billboards, these findings were rebutted by independent researchers citing methodological flaws. The review identified key physical properties affecting safety, including sign size, readability, color contrast, and graphic boldness. Regulatory landscapes are fragmented; while thirty-six states regulate flashing lights and twenty-nine prohibit illumination interfering with traffic controls, only nine states have specific regulations for EBBs. The Federal Highway Administration (FHWA) maintains a neutral stance, lacking a scientific basis to prohibit signs but not endorsing them. In Washington State, a study of an EBB on I-5 found decreased traffic speeds but no statistically significant change in accident rates, though the sign’s illumination had dimmed over time. The report concludes that regulations on electronic billboards vary significantly across jurisdictions, creating a lack of uniformity. It emphasizes the need for additional research specifically focused on the distraction effects of newer, graphically enhanced billboards. The authors note that while federal guidance is limited, local governments are regulating EBBs based on public safety, aesthetics, and potential benefits such as public service announcements. Future reports from the FHWA and the Transportation Research Board are expected to provide further scientific basis for regulation.

Key finding

The report identifies a lack of uniform national standards and conclusive scientific evidence, noting that while some studies suggest electronic billboards increase driver distraction and eye fixation times, industry-sponsored studies claim no increased accident risk, leading to a fragmented regulatory environment.

Methodology

review

Provenance

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Topics

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• external distraction
• visual