Help Forum

Help requested posted on 5th November 2012:

Roundabout sponsorship signs - any evidence they contribute to RTC's?

Is anyone aware of, or has anyone undertaken any studies into whether there have been increases in RTCs at sites where roundabout sponsorship signing has been deployed?

Robert Smith
Dorset County Council

Reply to this request


Response posted on 5th November 2012 by:
Andrew Fraser
Falkirk Council
E: andrew.fraser@falkirk.gov.uk
T: 01324 504931

Driver distraction by outdoor advertising at roundabouts

Robert,

Try:
http://www.sciencealert.com.au/news/20092403-18936.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+sciencealert-latestnews+%28ScienceAlert-Latest+Stories%29

... which, fairly concisely, explains why one should not distract drivers with outdoor advertising.

There is also the work done by Dr Brendan Wallace for the Scottish Executive and Dr Mark Young at Brunel University.

I don't know of anyone who has attempted the randomised, controlled trial that you require, however. Any traffic authority considering permitting outdoor advertising of the type in question would surely wish to take part in one, before subjecting road users to any such potential hazard.

My guess is that pedal cyclists would be most a risk ...

Andrew.


Response posted on 6th November 2012 by:
kevan paradine
Milton Keynes Council
E: kevan.paradine@milton-keynes.gov.uk
T: 01908252036

Driver distraction by outdoor advertising at roundabouts

Robert

Roundabouts on the grid road system within Milton Keynes have been sponsored now for a period in excess of 15 years.

There has been no specific before/after study, but I can inform you that During this period of time I am not aware of an incease in accidents as a direct consequence of the advertising. I cannot recall any accident reporting forms that include causation or reference to distraction due to advertising.

To give an idea of size, the actual advertsising comprises a plate, with the company etc details, added above the existing name plates on roundabout central islands.

I have only considered the STATS 19 data, not any other possible source of information that may exist.


Response posted on 7th November 2012 by:
Andrew Fraser
Falkirk Council
E: andrew.fraser@falkirk.gov.uk
T: 01324 504931

Driver distraction by outdoor advertising at roundabouts

Robert,

Kevan's experience is typical, but you should be aware that even if a driver does realise s/he has been distracted, there is no incentive to report it, especially in a system in which (increasingly so, it would seem), the priority is to assign blame to a road user.

It seems odd that, where (as far as I am aware) confidential reporting systems are available in the rail, air and maritime arenas, we still don't have one in the road arena.

So, a driver daren't report distraction, because s/he will be accused of not paying attention, and the advertiser (or road authority) gets off scot-free.

It's not about the money, money, money ... is it?

Kind regards,

Andrew.


Response posted on 7th November 2012 by:
Peter Whitfield
Atkins
E: peter.whitfield@atkinsglobal.com
T: 0161 2453577

Roundabout sponsorship

Atkins assisted Flintshire CC in producing a policy on this topic. That policy recognised that sponsorship would often include non-monetary benefits such as improved landscaping. In some case such works can improve road safety by reducing "see-through". Quantifying positive or negative safety issues is not reasonably practicable, but any potential risks can be set out in the policy and mitigated by considering the size and location of sign and its position. Additionally rules for landscaping extents, type and height of works of art etc can be formalised to reduce any road safety risks.


Response posted on 8th November 2012 by:
Andrew Fraser
Falkirk Council
E: andrew.fraser@falkirk.gov.uk
T: 01324 504931

Driver distraction by outdoor advertising at roundabouts

Presumably, then the signs are positioned so that they have no potential to distract drivers. That would make sense, although one does wonder, when there is so much fuss about traffic sign clutter, that advertising clutter seems to be welcome - at critical points in the network or elsewhere!

Kind regards,

Andrew.


Response posted on 13th November 2012 by:
Michael Elliott
Stirling Council
E: elliottm@stirling.gov.uk
T: 01786 442441

Driver distraction by outdoor advertising at roundabouts

In the interest of road safety potential distraction should always be kept to a minimum. It will always be very difficult to establish the true extent of the effects of distraction. In the few seconds immediately before an accidental collision the driver may not even be aware that s/he had been distracted!


Post a response to the above help request by completing the form below:

Your name
Your email
Your telephone (optional)
Subject
My response is:
Captcha: