About the author

Myron Levin is editor of FairWarning.

3 comments to “Highway Agency Takes a Hit Over Safety Report on Electronic Billboards”

  1. Maggie

    My concern with the digital billboards is not to much that a driver looks at them too long, though I agree that could well be a problem. Moving lights are hard to not look at and then you may look too long. My main concern has been when I drive by these beasts at night. Sometimes they are sooooo bright that they blow out my night vision and make seeing the roadway and other cars up ahead more difficult for a while, even if I intentionally do not look at the billboard (which can be hard because our eyes to tend to look at these moving images even if we don’t want to look at them). And around here they along at some of the bussiest areas of busy highways, where even a small distraction can have serious consequences.

  2. Bill Brinton

    A fundamental question arises about the original “draft” study that was shredded by a peer review of three people. Did the “final” study substantially change from the “draft” study? If so, was that final study (the one released to the public) subject to its own peer review? If not, why not? Members of the billboard industry often explain that it takes 5 seconds of viewing time for billboard advertising copy to be effective. If that is true, then a federal study reflecting that those drivers who are even looking in the direction of a billboard advertisement are only doing so for 1.34 seconds at the longest recorded glance. Perhaps that is a fact that the outdoor advertising industry should share with would-be advertisers. How many drivers were not evenlooking in the direction of the billboard? Advertising professionals who sell and market competing modes of media communication may now have data that suggests what may not be effective at all as opposed to what may in fact be effective. If you have an advertising budget, what is the best way to spend it?

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