Study: Digital Billboards Do Not Cause Accidents

The Outdoor Advertising Association of America released Tuesday (Aug. 17) a fifth study that found digital billboards don’t cause accidents. The latest study, conducted by Philadelphia-based Tantala Associates, analyzed eight years of accident records in Reading, Penn. that were in proximity to 26 digital billboards on state and local roads.  

Previous studies in Cleveland, Ohio; Rochester, Minn.; and Albuquerque, N.M. all came to the same conclusion. There is no significant statistical correlation between traffic accidents and digital billboards. Combined, the five studies in four locations examined more than 100,000 traffic accidents.

“At some point, the evidence just starts to become overwhelming,” said Nancy Fletcher, president and CEO of the OAAA.

Despite the studies, some municipalities are still banning or limiting the buildout of digital billboards, such as Denver, Los Angeles and St. Louis.

At the same time, outdoor companies such as Clear Channel Outdoor and Lamar Advertising have been aggressively adding digital billboards because they bring in more advertising dollars per sign than traditional billboards.

There are currently about 2,000 digital billboards, per the OAAA.