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<br />Discussion <br /> <br />Studies show drivers who take their eyes off the road for more <br />than two seconds are far more likely to suffer a crash or near <br />crash. Digital billboards often attract drivers' attention for more <br />than two seconds because they are extremely bright and colorful <br />and employ messages that change frequently. <br /> <br />Most images change every six seconds because that's how long <br />it takes to comprehend the message. That's also three times longer <br />than it takes to cause an accident. Motorists stay focused on <br />the sign to see what's next. Many signs have up to 10 different <br />messages in rotation. <br /> <br />State and local governments should reevaluate their rules related <br />to on-premise signs. which often permit electronic signs using <br />highly distracting full-motion video, in spite of being located <br />adjacent to highways. On- and off-premise electronic signs should <br />not be regulated differently when safety is at issue. <br />