Does Displaying Safety Messages on Dynamic Message Signs have Measurable Impacts on Crash Risk?

Abstract

Transportation agencies have increasingly been using dynamic message signs (DMS) to communicate safety messages in an effort to both increase awareness of important safety issues and to influence driver behavior. Despite their widespread use, evaluations as to potential impacts on driver behavior, and the resultant impacts on traffic crashes, have been very limited. This study addresses this gap in the extant literature and assesses the relationship between traffic crashes and the frequency with which various types of safety messages are displayed. Safety message data were collected from a total of 202 DMS on freeways across the state of Michigan between 2014 and 2018. These data were integrated with traffic volume, roadway geometry, and crash data for segments that were located downstream of each DMS. A series of random parameters negative binomial models were estimated to examine total, speeding-related, and nighttime crashes based on historical messaging data while controlling for other site-specific factors. The results did not show any significant differences with respect to total crashes. Marginal declines in nighttime crashes were observed at locations with more frequent messages related to impaired driving, though these differences were also not statistically significant. Finally, speeding-related crashes were significantly less frequent near DMS that showed higher numbers of messages related to speeding or tailgating. Important issues are highlighted with respect to methodological concerns that arise in the analysis of such data. Field research is warranted to investigate potential impacts on driving behavior at the level of individual drivers.