The billboard industry is pushing digitals at three times the brightness levels as traditional billboards at nighttime. Many municipalities, such as Reno and Sparks, are adopting these standards. The Veridian Group recently concluded a study in the Truckee Meadows that compares brightness levels of digital and non digital signs at night and proposes different standards to regulate digital signs.
Read Jerry Wachtel’s answers to questions posed by local planners about using the equipment, measuring distances, and brightness measurements of local signs in the report.
More on energy usage and sign brightness in this 2010 report on digital signs.
Digital signs contribute to light pollution, dimming the night skies and creating negative impacts on wildlife and birds.
In this study the author demonstrates the real cost of billboards to communities and how billboards affect economic prosperity.
Successful communities capitalize on their assets, including architecture, history, natural surroundings and home grown business. They also involve a broad section of residents in planning for the future and they pay attention to community aesthetics.