FOR IMMEDIATE RELEASE
April 13, 2009

Study: Digital Billboards Are Not Related to Traffic Accidents

Rochester, MN ­ Digital billboards are not related to traffic accidents, according to a new study released today. The study, conducted by Philadelphia’s Tantala Associates, LLC, refutes claims that digital billboards pose a safety threat to drivers.

“The overall conclusion of the study is that digital billboards in Rochester have no statistically significant relationship with the occurrence of accidents,” the report says.

The Rochester study looked at Rochester Police Department data from approximately 18,000 traffic accidents over a five year period. The report shows the rate of accidents actually decreased by 4 percent within 0.6 miles of digital billboards.

“This study is more evidence that these valuable advertising and public service tools belong in forward thinking communities,” said Outdoor Advertising Association of America (OAAA) President and CEO Nancy Fletcher. “The evidence is clear: digital billboards are not related to traffic accidents.”

This report confirms results found in 2007 in a study of Cleveland, OH, area digital billboards. There the digital billboards were located along interstate highways. In Rochester, the digital billboards are located along local streets. In both cases, the researchers found no statistically significant relationship between the presence of digital billboards and traffic accidents.

The report was commissioned by the Foundation for Outdoor Advertising Research and Education (FOARE).

For more information about the study or to arrange an interview with the researcher, contact Jeff Golimowski (jgolimowski@oaaa.org) at (202) 833-5566.

OAAA is the trade association representing the outdoor advertising industry. It is dedicated to leading and uniting a responsible outdoor advertising industry that is committed to serving the needs of consumers, advertisers, and the public. The nearly 1,000 OAAA member companies generate $7.0 billion annually in ad revenues, representing more than 90% of industry income, and donate space to charitable organizations in excess of $400 million each year.

Outdoor Advertising Association of America (OAAA)
1850 M Street NW Suite 1040
Washington, DC 20036
Phone: 202-833-5566
E-Mail: jgolimowski@oaaa.org
Website URL: www.oaaa.org