Street's Billboard Deal Paves the Way for
Electronic Billboards in Philadelphia
Philadelphia, PA - Last August when Mayor John Street announced his administration's secret settlement with three players in the outdoor advertising industry, SCRUB voiced concerns about the impact of carte-blanche billboard legalization that gives up $9 million dollars in licensing fees. Now, just a year later, the City is poised to allow ClearChannel to replace conventional billboards with high-tech, electronic billboards, granting yet another plum to the outdoor advertising industry at the expense of Philadelphia's visual environment and driver safety.
ClearChannel is expected to announce their plans for digital billboards in Philadelphia next week, in spite of clear language in the Philadelphia zoning code that regulates flashing and illuminated signs, and the number of advertising messages per sign structure. Yet, ClearChannel appears to have an inside track in getting permits without public scrutiny. They are also in the running for a 20 year contract with the City of Philadelphia to install and maintain ad-infused street furniture throughout the city.
"In spite of repeated calls from SCRUB, community groups and citizens to reign in outdoor advertising, the Street Administration just doesn't get it." explains Mary Tracy, SCRUB Executive Director.
The outdoor advertising industry is aggressively pursuing the installation of digital billboards in cities and small towns across the country. Digital billboards can host a number of messages from different advertisers - the images change every few seconds. The luminous quality of these high-resolution displays, their novelty, and the changing messages makes them hard to ignore. Only the most focused drivers will be able to keep their eyes on the road.
The outdoor advertising industry has funded a series of traffic studies suggesting that there's no need for concern. However, no independent studies have verified their findings. In fact, the National Highway Traffic Safety Administration conducted a study in 2006 that found that drivers who take their eyes off the road for two seconds or longer have a significantly increased crash risk. "The whole point of outdoor advertising is to get motorists to pay attention to a message and an image instead of focusing on driving," adds Tracy. "You don't need to be a traffic engineer to understand that this is dangerous."
Advertisers considering using this new technology may want to think twice. Some personal injury lawyers think going after electronic billboards and their advertisers is fair game if driver distraction causes a crash. "If I'm dealing with a car accident, I would absolutely consider the impact of having a giant TV screen by the side of the road." according to personal injury attorney Howard Levin.
The Society Created to Reduce Urban Blight (SCRUB) is a 501(c)(3) nonprofit organization. SCRUB's mission is to ensure that all residents, regardless of income, education, or neighborhood benefit from policies that protect the visual environment and quality of life. SCRUB is the lead organization working with citizens and community groups to protect and improve Philadelphia's visual environment and quality of life.
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