Photo courtesy Burlington Signs
The installation of on-premise electronic message centres (EMCs) does not result in an increase in traffic accidents, according to a new study—reportedly the first of its kind—undertaken on behalf of the Signage Foundation.
Titled Statistical Analysis of the Relationship Between On-Premise Digital Signage and Traffic Safety, the study was conducted by Texas A&M University “to provide a scientifically based analysis, so the traffic safety impacts of such signs can be better understood.”
Researchers at the university’s department of civil engineering and transportation institute surveyed 135 signs over a span of four years, as well as highway crash data from before and after the signs were installed. They claimed “the final sample size of 135 sites was much higher than that of other published papers and reports related to on- and off-premise signs, indicating the results of this research are more accurate.”
The signs in question were all installed “on the same property as the activity described in the sign,” along major roads in 2006 and 2007. By only including EMCs that were introduced during that time frame, the researchers had access to adequate pre- and post-installation data. Other potential sites were eliminated from consideration because they were not along major roadways or could not be verified through online image evidence. Also, the study did not include dynamic billboards or other off-premise signs.
For each of the signs in the study, a safety index was calculated, representing “a ratio of safety in the ‘after’ period compared to safety in the ‘before’ period,” such that an index greater than 1.0 indicated an increase in crashes, while an index less than 1.0 indicated a reduction in crashes.
The researchers found the results were consistent across various locations and there were no statistically significant change in accident numbers after the EMCs were installed, no significant differences when comparing single-vehicle to multiple-vehicle crashes and no measurable difference for signs with monochrome or multicoloured displays and of different sizes.
Following the publication of the study, the International Sign Association (ISA) is now using the research in its communications with public officials responsible for enacting sign codes.
“This study provides empirical evidence for what common sense and experience have always told us, that EMCs do not constitute a safety hazard,” says David Hickey, ISA’s vice-president (VP) of government relations. “This adds to the body of research and information available to local officials and community leaders, so they can draft reasonable sign codes based on objective standards and academic research, not personal opinion.”
More information is available at www.signs.org/emc.
