Attraction and distraction of attention with roadside advertisements

The optimum positioning of roadside advertisements is recognized by the industry as an important factor in attracting the attention of passing drivers. Less acknowledged is the possibility that the location of an advertisement may distract attention from vital driving-related information. This study compared street-level advertisements (SLAs; predominantly bus shelters) with raised-level advertisements (RLAs) of the same size that were suspended 3 m above the ground, on their ability to attract attention under different task conditions. Participants were split into two groups and watched video clips of driving, rating them for hazardousness while their eye movements were recorded. One of the groups was additionally primed to attend to advertisements. SLAs received the most fixations when participants were solely looking for hazards, and the fewest fixations when primed to look for advertisements. Though SLAs also had longer fixations than the RLAs, they were more poorly recognized in a subsequent memory test. We conclude that SLAs attract and hold attention at inappropriate times compared to raised-level advertisements.