The Effects of Commercial Electronic Variable Message Signs ...

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assumptions: that eye glances are related to attention and/or distraction and that there are generally accepted safety criteria for excessive eye glances away from the roadway ahead. These assumptions are not universally accepted. In summary, the basic research question is whether the presence of CEVMS along the roadway is associated with a reduction in driving safety for the public. The three fundamental methods for answering this question include if there is an increase in crash rates in the vicinity of CEVMS, if there is an increase in near-crashes or safety surrogate measures in the vicinity of CEVMS, and if there are excessive eye glances away from the roadway ahead in the vicinity of CEVMS. 1.2 SCOPE In this report, a CEVMS will be defined as a self-luminous advertising sign which depicts any kind of light, color, or message change which ranges from static images to image sequences to full motion video. The CEVMS may also be referred to as an Electronic Billboard (EBB) or a Digital Billboard (DBB). The present report concentrates on the possible effects of CEVMS on driver attention, driver distraction, and roadway safety. The report is divided into 10 sections: Introduction, Literature Review Update, Key Factors and Measures, Research Strategies, Future Research Program, Recommended First Stage Study, Conclusions, References, Bibliography, and Appendices. Investigating the possible safety effects of CEVMS is sufficiently complex so that no single experiment will answer all of the relevant scientific and engineering questions. The present report outlines a top-level broad program of potential future research, and it defines in greater detail three possible studies, any one of which could serve as a possible first step. After these discussions, a course of action is recommended. Although off-premise advertising signs constitute the main focus of FHWA attention, the influence of on-premise advertising signs will also be considered to create a more comprehensive and consistent research approach. In parallel with the present project, a related study is being performed under National Cooperative Highway Research Program (NCHRP) Project 20-7 (256), titled “Safety Impacts of the Emerging Digital Display Technology for Outdoor Advertising Signs.” Both the present project and the NCHRP study begin with the understanding that, despite years of research, there have been no definitive conclusions about the presence or strength of adverse safety impacts from CEVMS. The two projects differ in three significant ways. First, the NCHRP study is undertaking a broad, critical review of the research literature in this field. The present project is more focused on literature update oriented toward the identification of suitable independent and dependent variables for future research. Second, the NCHRP study is reviewing current regulations and guidelines for the control of roadside advertising that may exist in foreign countries to assess their applicability to U.S. highways and streets. Aside from mention in the literature review update portion, the present report does not directly address regulations and guidelines. Third, the NCHRP study will synthesize current research results and current regulations and guidance to recommend how State and local governments might enact reasonable temporary guidance for the control of CEVMS within their own jurisdictions. Such guidance may be applicable on an interim basis pending the outcome of future, more conclusive research outlined in the present project. As a result, such interim guidance may need to change as new 2
technical information is developed. The present report does not provide guidance to States on the control of CEVMS. 3
Page 1 and 2: The Effects of Commercial Electroni
Page 3 and 4: TECHNICAL REPORT DOCUMENTATION PAGE
Page 5 and 6: TABLE OF CONTENTS 1.0 INTRODUCTION.
Page 7: LIST OF TABLES Table 1. Expanded ke
Page 13 and 14: 2.1 BACKGROUND 2.0 LITERATURE REVIE
Page 15 and 16: inattention and/or distraction as a
Page 17 and 18: vehicle along a route which is cont
Page 19 and 20: vehicle” (p. 17). (19) Chan et al
Page 21 and 22: 2.6 REVIEWS OF PRACTICE Bergeron al
Page 23 and 24: The present literature review does
Page 25: cause a distraction at an inopportu
Page 28 and 29: • Luminance [1.2.4] (brightness).
Page 30 and 31: (nearby billboards). In particular,
Page 32 and 33: As mentioned above, the more detail
Page 34 and 35: • Closed-course test track [3.4]
Page 37 and 38: 5.0 FUTURE RESEARCH PROGRAM As stat
Page 39 and 40: 5.3 STRUCTURE As outlined above, th
Page 41: statistics. The Empirical Bayes met
Page 44 and 45: deviation, and traffic conflicts. A
Page 46 and 47: The on-road instrumented vehicle me
Page 49 and 50: APPENDIX A—EXPANDED TABLES A.1 KE
Page 51 and 52: Variable Ref. # Advantages Disadvan
Page 55 and 56: A.2 KEY MEASURES (DEPENDENT VARIABL
Page 61 and 62:
A.3 KEY RESEARCH STRATEGIES Table 3
Page 63 and 64:
Method Ref. # Advantages Disadvanta
Page 65 and 66:
Page 67:
Page 70 and 71:
The primary measure or dependent va
Page 72 and 73:
connected to the vehicle data bus s
Page 74 and 75:
B.3 UNOBTRUSIVE OBSERVATION APPROAC
Page 77:
ACKNOWLEDGEMENTS The present projec
Page 80 and 81:
11. Klauer, S.G., Dingus, T.A., Nea
Page 83 and 84:
BIBLIOGRAPHY 1. Ady, R.W. (1967).
Page 85 and 86:
28. Claus, K.E. (1974). “Psycholo
Page 87 and 88:
54. Gellatly, A.W. and Kleiss, J.A.
Page 89 and 90:
80. Kuhn, B.T. (1999). “The Impac
Page 91 and 92:
106. Parkes, A.M, Ward, N.J., and V
Page 93 and 94:
131. Tantala, M. and Tantala, P. (2
Page 95 and 96:
155. Wierwille, W.W., Antin, J.F.,
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