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Environmental Evaluation Finds Digital Billboard Report to be Inaccurate, Flawed

Date: July 11, 2011

Summary:
A new environmental analysis has found a recent study on the energy efficiency of digital billboards relies on inaccurate data, questionable methodologies, and statements presented without supporting evidence.

Body:

Contact: Nicole Hayes
(202) 833-5566
nhayes@oaaa.org
 
For Immediate Release – July 11, 2011
Environmental Evaluation Finds Digital Billboard Report to be Inaccurate, Flawed 
‘Illuminating the Issues’ Overestimates Emergency Consumption, Underestimates Efficiency Gains

(Washington) – A new environmental analysis has found a recent study on the energy efficiency of digital billboards relies on inaccurate data, questionable methodologies, and statements presented without supporting evidence.
The evaluation of Illuminating the Issues: Digital Signage and Philadelphia’s Green Future by environmental specialist Catharine Cyr Ransom, Glover Park Group, finds the report to be an “exaggeration of the environmental impact of the digital billboard industry, leading to flawed conclusions and recommendations that lack credibility and should not be used as a basis for decision-making.”

The evaluation notes the following concerns about the flawed report:
  • Electricity consumption is overstated in the flawed report by as much as 3.5 times the average.
  • The report fails to recognize the trend line in efficiency gains and the potential for future innovation is minimized.
  • The estimate of greenhouse gas emissions is inherently flawed due to the inaccurate electricity consumption data used, which could overstate actual electricity consumption by as much as 25%.
  • The report fails to provide perspective on the relative magnitude of greenhouse gas emissions described in the report.
OAAA President & CEO Nancy Fletcher commented, “The report in question cannot be used as a credible analysis of digital billboard efficiency, and this analysis proves it. Errors reveal a lack of familiarity with digital billboards, and it in no way discusses trends and innovations in efficiency enhancements.”

An independent analysis of digital billboard meter readings released last month found that energy consumption in digital bulletins declined an average 61 percent in the last four years. Energy use by digital posters has dropped an average 40 percent in the same period.

For copies of the report evaluation and/or the recent independent analysis, please contact Nicole Hayes at 202-833-1522 or nhayes@oaaa.org.
 
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OAAA is the trade association for nearly 800 outdoor advertising companies which make up 90 percent of the industry’s revenue. It is dedicated to leading and uniting a responsible outdoor advertising industry that is committed to serving the needs of advertisers, consumers, and communities. Outdoor advertising companies generate $6.1 billion annually in ad revenues and donate space to charitable organizations in excess of $400 million each year.

 

 

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