09-10-07 Item 7D, Clear Channel - Laserfiche WebLink

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Wachtel also offered comments on drafts of this report. In later conversations related to his review, Wachtel stated his belief that even though visual fixations on roadway signs decrease as route familiarity increases, a strength of the new digital billboards is that they can present messages that are always new. Thus, the conclusion from the 1980 FHW A study is another argument against these billboards; namely, drivers spend more time looking at the unfamiliar signs than at familiar ones, suggesting digital billboards are more dangerous than traditional fixed billboards, Wachtel also suggested his preference for a goal to have any given driver experience only one, or a maximum of two, messages from an individual roadside sign, 3.2 Billboards: a Source of Driver Distraction? I The purpose of a sign is to attract the attention of passersby so that a message is conveyed. To the degree signs attract the attention of vehicle drivers, they may distract them from the activity of driving. While this report primarily examines the impact of dynamic roadside advertising, the role traditional static advertising plays in driver distraction is discussed below, The relationship between roadside advertising and crash rates has been the subject of several studies, The majority of this research was conducted in the 1950s, 60s and 70s. While some of the earliest studies have been subsequently criticized for flawed methodologies and improper statistical techniques, some findings emerge when the totality of the studies are examined. One of these findings is that the correlation between crash rates and roadside advertising is strongest in complex driving environments, For example, higher crash rates were found at intersections (generally considered a complex environment) that have advertising than those intersections that do not have advertising, A few of the studies that are important in this field are summarized below. Minnesota Department of Transportation Field Study (1951) and Michigan State Highway Department Field Study (1952) 2 These two studies from the early 1950s uscd similar methods but came to significantly different conclusions. Recognized as the more scientifically rigorous study, the Minnesota study found that increases in the number of advertising signs per mile are correlated with increases in motor vehicle crash rates, It also found that intersections with at least four advertising signs experienced three times more crashes than intersections with no advertising signs. Conversely, the less rigorous Michigan study found the presence of advertising signs had no effect on the number of crashes, Iowa State College, Do Road Signs Affect Accidents? (Lauer & McMonagle, 1955)' A laboratory test was created to determine the effect of advertising signs on driver behavior. The results of this study found removing all advertising signs from the driver's field of vision did not improve driver performance. When signs were included, driver performance was slightly better. Note that laboratory methods used in this study are considered to be dated by today' s standards. "'7