An on-road study of the effect of roadside advertising on driving performance and situation awareness

Using an on-road instrumented vehicle, this study examined how static advertising billboards affect drivers' situation awareness and driving in a freeway environment. Nineteen fully licensed drivers drove an instrumented vehicle around a 38 km urban test route comprising a number of static roadside billboards. Drivers provided continuous verbal protocols throughout the drive. Overall, the driving performance and situation awareness results indicated that drivers were not overly distracted by roadside advertising in the freeway environment, as indicated by a lack of serious driving errors being made in the vicinity of the billboards. The billboards examined were a key element of drivers’ situation awareness when driving demand was low, such as when driving on the freeway under free-flowing, low traffic conditions. However, when drivers were required to perform a manoeuvre (exiting the freeway) and driving demands increased, drivers focused less attention on the billboards. These results suggest that drivers can self-regulate their attention to billboards, reducing the attention given to them when required to focus on the immediate driving situation.

Language

  • English

Media Info

  • Pagination: 13p
  • Monograph Title: 4th International Conference on Driver Distraction and Inattention (DDI2015), Sydney: proceedings

Subject/Index Terms

Filing Info

  • Accession Number: 01594957
  • Record Type: Publication
  • Source Agency: ARRB
  • Files: ITRD, ATRI
  • Created Date: Mar 30 2016 10:51AM