Impact of roadside advertising on road safety in the Czech Republic

Abstract

The paper presents a methodology for determination and evaluation of the influence of advertising equipment on the road traffic safety. Research is based on analysis of advertisement along the primary road network in the Czech Republic and defines individual measures to resolve identified issues. Proposed solutions are based on combination and synthesis of various methodological approaches, including statistical evaluation and analysis of traffic accidents, monitoring of traffic conflicts, psychological analysis of impact of the presence of advertising equipment on the driver in real and simulated scenarios, analysis of the number and length and the point of driver's gaze utilizing Eye-tracking techniques and assessment of the advertising equipment as a light emitting object.