## 6 Results
### Results of the Measurement on Vehicle Simulator  
The data from the experiments were obtained from the physics module of the simulator, which stores vehicle data (i.e., for example, position, rotation, and state of individual controls) with a scan rate of 4 ms. The output of the eye tracking is a video recording with a resolution of 752 \(\times\) 480 pixels and a sequence of 24 frames per second (the length of one frame, and the resulting measurement uncertainty, is \(\pm\)0.042 s). A total of 84 advertising devices are included in the test scenario, with the number of driver views and the duration of each view determined for each device. The same evaluation methodology was used as for the real vehicle runs in this project. Therefore, the durations of the advertising device views were divided into flash (less than 0.3 s), short (time interval 0.3-0.6 s) and long (longer than 0.6 s), while repeated views of a given advertising device were also counted. The resulting summary data are shown in Table 2.  
A total of 21 of the 27 drivers looked at the dynamic passive big advertising devices during the run, with an average gaze time of 1.4 s. Factors influencing the attractiveness of this type of advertising device include primarily size, location and distance relative to the roadway, as well as image dynamics (the large influence of the dynamic component of the image that attracts or draws the driver's attention). Some of the medium static advertising devices located along the highway attracted considerable attention from drivers. The influencing factor here was mainly to create an atmosphere where the driver becomes bored (i.e., few other stimulation for the driver, monotonous surroundings and low traffic) and focuses the attention on the visually attractive advertising device area. Another factor is the readability of the content of the advertising area (large, possibly contrasting text). The large dynamic LED advertising devices attract drivers with their content, which is also linked to their long viewing time (up to 3.88 s). Influencing factors include the size of the advertising area, contrasting colors, dynamic image, clear road section, location directly in the road axis (close to the directional curve). The results and the measured data themselves show the uncertainty resulting from the large number of parameters in the experiment. It can be reliably concluded that a major distractor is the change in the advertising area, especially when an animated sequence is running on a large dynamic LED advertising device. On the other hand, the advertising devices that were not expected to have a high viewership, i.e., medium static advertising devices that drivers look at in the absence of other impulses, also have a high viewership. Another factor is color in relation to the surroundings; a different colored area will attract drivers, but if it is not close enough or does not change in animation, they will not follow it for a long time. The course of monitoring the advertising area consists of several shorter gazes, between which the driver monitors the road condition, signs, speed or distance from the vehicle in front. When the driver had to pay attention to the surroundings (traffic level, intersections, pedestrian crossings, traffic signs), the advertising devices decreased in observation. In urban areas, some drivers even did not notice changing surfaces at all at some advertising devices. At times when the scenario was less demanding, the driver maintained a longer distance from the vehicle in front (especially on the highway). Uncertainty in the results is also caused by the known specifics of the simulator measurements. This is the impossibility of dazzling the driver with a lit advertising device in night scenery. This may cause a higher visibility of areas that are significantly close and have exceptionally large text, or on the contrary, a reduction of interest in more difficult to read advertising devices.