From: Bryson, Robert
Sent: Tuesday, January 11, 2011 3:48 PM
To: Richardson, Ed; Mukamal, Stuart; Silletti, Leslie; Elmer, Linda; Owczarski, Jim; Wantoch, Clark; Polenske, Jeffrey
Subject: FW: CEVMS Study briefing
Talk about timely!  This update on the FHWA Electronic Billboard Study just came today, and provides the status of the actual research phase of the study.
 
Linda:  Please include a copy of this update in the Common Council File extending the sunset date for the
 
Ed:  If this has not gone to City Plan Commission yet, you can attach this also to their information packet on the Ordinance Change.
 
Robert W. Bryson
Chief Traffic and Lighting Engineer
City of Milwaukee
Department of Public Works
841 N. Broadway, Room 920
Milwaukee, WI  53202
Phone:  (414) 286-3244
Fax:  (414) 286-3693
E-Mail:  robert.bryson@milwaukee.gov

From: Catherine.O'Hara@dot.gov [mailto:Catherine.O'Hara@dot.gov]
Sent: Tue 1/11/2011 2:33 PM
To: caohara1@hotmail.com
Subject: CEVMS Study briefing

 

Commercial Electronic Variable Message Signs (CEVMS)

and Driver Attention � January 11, 2011

 

 

The study�s primary focus is the effect of CEVMS on driver visual behavior and the evaluation of their potential risk to safety.

 

Phase I (complete)

The initial phase began in January 2008, and was completed by the Human Centered Systems Team at the Federal Highway Administration�s (FHWA) Turner-Fairbank Highway Research Center.  This updated an earlier published literature review regarding the distraction potential of CEVMS and reviewed and recommended appropriate research methods and techniques for the second phase. The final report is posted to the FHWA home page at http://www.fhwa.dot.gov/realestate/out_ad.htm

 

Phase II (awaiting final report)

The two chosen sites, Reading, Pennsylvania and Richmond, Virginia, have a number of CEVMS displays, together with standard vinyl billboards and other objects of visual interest, along two driving routes each approximately 30 minutes in duration. The research participants drove an FHWA instrument equipped test vehicle. The instrumentation in the test vehicle measured eye-glances of the participant drivers, which will permit the researchers to determine the frequency of glances away from the roadway, the percentage of time that the participant drivers looked at the roadway ahead, and the time that the drivers looked at the CEVMS advertising displays, at standard vinyl billboards, and other selected objects. 

 

An analysis of the on-road eye-tracking data is complete.  The FHWA has received a draft report of the results of the data and the report is currently being reviewed.  Upon the completion of the review, the final report will be published and released on the FHWA home page at http://www.fhwa.dot.gov/ .  No date is scheduled for the publication of the report.  FHWA will notify individuals that have submitted an inquiry relating to this study, when or after the report is published. 

 

If you have questions on the CEVMS Research, please contact Catherine O�Hara at Catherine.O�Hara@dot.gov or 202-366-9901.