Scenic Nevada funded a voter survey in 2011, following the Reno City Council’s announcement to pursue sign code changes to allow digital billboards.

Voters who believe the City Council should not change city code to allow digital billboards: 55%
55% filled

It is clear to conclude from this survey that a majority of voters oppose changes that would allow digital billboards.

— M.J. Ross Group analysis, 2011 —

66%
Voters who do not want to view a digital billboard from their home or office windows:
66%
80%
Voters who believe there are enough or too many billboards in Reno already:
80%
80%
Voters who believe it is important or very important for Reno to strive to preserve, protect and enhance scenic character:
80%
89%
Voters who believe that it is important or very important that drivers should not be distracted while driving:
89%