Study says flashing digital billboards are too distracting

January 8, 2013 by Gary Richards in Health

Many drivers say the large digital billboards flashing ads every few seconds along Bay Area freeways are just too bright and too distracting. And they may be right.

A Swedish study published in the journal Prevention concludes that digital hold the of drivers longer than two seconds. Previous studies have shown that anything that takes a driver's eyes off the road for longer than two seconds increases the risks of a crash.

"This study validates what is common sense when it comes to digital billboards," said a statement from Mary Tracy, president of Scenic America, a national that seeks to limit billboards. "Bright, constantly changing signs on the side of the road are meant to attract and keep the attention of drivers, and this study confirms that is exactly what they do."

The report will be presented to a national transportation conference in Washington, D.C., later this month and is sure to draw interest over the growing installation of these signs. Last month a three-judge panel ordered the removal of 100 digital billboards in Los Angeles, and Denver has banned them.

The Federal Highway Administration allowed for the first time in 2007 after concluding they did not pose a significant danger to drivers. But a follow-up report is pending and could be released this year.

California has no law banning the billboards and is one of 39 states that allows them.

"We would need to review more research, so it's premature to call for a ban," said Jonathan Adkins, executive director of the Governors Association. "There is a role for digital messaging such as that employed by states to convey Amber Alerts and other safety messages."

Caltrans has considered using digital ads on its electronic freeway signs as a way to raise more cash. And revenue is why more billboards are being installed in cities strapped for cash such as San Jose.

There are more than 1,800 digital billboards nationwide, more than double the number five years ago. In the Bay Area, there are digital advertising signs on Highway 101 near Great America, Ikea in East Palo Alto and in Redwood City, on Interstate 880 near Marina Boulevard, on Highway 237 near First Street, on I-80 east of the Benicia Bridge and on Highway 85 at Almaden Expressway. Another is planned at the 280-880 interchange adjacent to the Valley Fair shopping center.

While there are no data that indicate an increase in accidents caused by the Bay Area signs, many drivers are opposed to them.

"Monstrosities" is what Merlin Dorfman of San Jose calls them, while insurance agent David Whitlock says he has found them a major distraction.

"The brightness is by far too bright for at night," he says. "When the advertisement switches from a brighter color to a darker color, your eyes cannot adjust fast enough and you end up losing vision of the roadway."

Officials with sign companies could not be reached for comment, but Bryan Parker, an executive vice president for Clear Channel Outdoor, told USA Today last year that "there's no doubt in my mind that they are not a driving distraction."

Several years ago, a study by the Virginia Tech Transportation Institute concluded the signs did not pose a danger, but its findings have been challenged by critics.

The requires states to regulate the distance between signs and how long one image can remain on screen before changing to another.

Last summer many South Bay motorists howled when a digital sign was installed off Highway 85 at Almaden Expressway. But criticism eased when the brightness was reduced.

"I still don't like the sign," said Marge White of San Jose, who says she frequently sees drivers ahead unexpectedly slowing on the freeway and guesses they may be reading the ads. "But it's not as distracting since it's not as bright as before."

(c)2013 San Jose Mercury News (San Jose, Calif.)
Distributed by MCT Information Services

5 /5 (2 votes)  

Filter


Move the slider to adjust rank threshold, so that you can hide some of the comments.


Display comments: newest first

jrsquid
Jan 29, 2013

Rank: not rated yet
Or the best way to deal with the signs is clear. With such dangerous and intrusive signs are no good for anyone, including the drivers. The only ones that think it is good are the people who build them and the people who buy ads. Since they are expensive to build and maintain, the proper response is a 10 gauge. Eventually, they will be too expensive to replace. And with no injuries on the road due to the event, it can only be treated as vandalism, and not a major offense.
Rank 5 /5 (2 votes)
Related Stories
Relevant PhysicsForums posts

More news stories

Seniors more likely to crash when driving with pet, study finds

(HealthDay)—Animals make great companions for senior citizens, but elderly people who always drive with a pet in the car are far more likely to crash than those who never drive with a pet, researchers have ...

Health created 10 hours ago | popularity not rated yet | comments 1

Driving and hands-free talking lead to spike in errors, study shows

Talking on a hands-free device while behind the wheel can lead to a sharp increase in errors that could imperil other drivers on the road, according to new research from the University of Alberta.

Health created May 24, 2013 | popularity not rated yet | comments 1

About one in four uninsured could be excluded from ACA

(HealthDay)—More than one in four of those eligible for new premium assistance tax credits under the Affordable Care Act (ACA) do not have a checking account and will not be able to receive premiums from ...

Health created May 24, 2013 | popularity not rated yet | comments 0

Audiologists recommend smart phone apps to monitor noise levels

After studying noise in one French Quarter neighborhood of New Orleans to determine whether or not noise levels exceeded municipal ordinances, Annette Hurley, PhD, Assistant Professor of Audiology at LSU Health Sciences Center ...

Health created May 24, 2013 | popularity not rated yet | comments 0

Young children who miss well-child visits are more likely to be hospitalized

Young children who missed more than half of recommended well-child visits had up to twice the risk of hospitalization compared to children who attended most of their visits, according to a study published today in the American Jo ...

Health created May 24, 2013 | popularity not rated yet | comments 0


First drug to improve heart failure mortality in over a decade

Coenzyme Q10 decreases all cause mortality by half, according to the results of a multicentre randomised double blind trial presented today at Heart Failure 2013 congress. It is the first drug to improve heart failure mortality ...

Heart failure accelerates male 'menopause'

Heart failure accelerates the aging process and brings on early andropausal syndrome (AS), according to research presented today at the Heart Failure Congress 2013. AS, also referred to as male 'menopause', was four times ...

New immune system discovered

(Medical Xpress)—A research team, led by Jeremy Barr, a biology post-doctoral fellow, unveils a new immune system that protects humans and animals from infection.

Death highest in heart failure patients admitted in January, on Friday, and overnight

Mortality and length of stay are highest in heart failure patients admitted in January, on Friday, and overnight, according to research presented today at the Heart Failure Congress 2013. The analysis of nearly 1 million ...

Feds fight morning-after pill age ruling in NY

(AP)—Department of Justice lawyers have again asked a federal appeals court in New York to delay lifting age restrictions and prescription requirements on an emergency contraceptive popularly known as the morning-after ...

Brain can be trained in compassion, study shows

Until now, little was scientifically known about the human potential to cultivate compassion—the emotional state of caring for people who are suffering in a way that motivates altruistic behavior.