## 6 Results  
### Results of Measurement in Real Traffic  
As part of a comprehensive evaluation of test drives, it was possible to detect the driver's focus of interest, including fixation time, in addition to the quality of driving of individual drivers and the prediction of the translation of attentional distortion due to advertising devices into driving safety. The fixations were divided according to their duration into four groups: flash fixations with a duration of up to 0.3 s, short fixations with a duration of 0.3 s to 0.6 s, long fixations that lasted more than 0.6 s, and repeated fixations (these are multiple views of the advertising devices, mostly flash fixations). When examining the data, it can be concluded that there was no significant difference between the installed LED advertising devices and conventional static advertising devices in terms of the number and repetition of driver perspectives (recorded by the eye tracker). However, the average fixation time differed--for conventional advertising device types it was 0.59 s, whereas for LED advertising devices it was 0.76 s.  
There was no significant difference between day and night routes. In terms of observing all advertising devices, the majority of drivers directed their gaze to the advertising devices during the day as often as at night. Directing their gaze to the advertising devices more at night than during the day was rather exceptional. It should be noted that 30 of the 40 drivers directed their gaze to at least four LED advertising devices out of the eight on the route. In terms of the number and duration of gazes during the day and at night, we can state that during the day, drivers most often use the repeated gaze, followed by the flash gaze (up to 0.3 s). A gaze longer than 0.6 s is used least frequently by drivers. In contrast, when driving at night, drivers most often use a flash gaze of up to 0.3 s. Repeated gazes of drivers can be observed mainly at the time of dynamic contrast changes in the background of the advertising message displayed by the LED advertising devices. Overall, based on objective data on the number and duration of gazes at each type of advertising device, it was shown that LED advertising devices are more distracting and therefore more dangerous for road traffic than other advertising devices, as 30 out of 40 drivers gazed at more than 50% of LED advertising devices, while on average drivers gazed at about one in four large-format, passive, illuminated advertising devices. Gaze fixation duration is 0.17 s longer. It is appropriate to point out that even a brief loss of attention can have a major impact on the occurrence of an accident. The effect of braking delay, due to gaze fixation on the advertising device, on impact speed can be illustrated in the following Table 1.  
The values are calculated for a braking deceleration of 5.8 m\(\cdot\)s\({}^{-2}\), corresponding to relatively intense but not extreme braking. Such braking usually does not yet produce braking marks and does not cause the vehicle to skid. However, any delay in the driver's reaction increases not only the probability of an accident situation, but also the consequences of any accident due to the higher impact speed [42; 43]. \begin{table}
\begin{tabular}{c c c c c c c} \hline \hline  & \multicolumn{6}{c}{**Initial Speed (km/h)**} \\ \cline{2-7}
**Delay to Start Braking (s)** & **40** & **50** & **60** & **90** & **110** & **130** \\ \cline{2-7}  & \multicolumn{6}{c}{**Impact Speed (km/h)**} \\ \hline
0.2 & 18.28 & 20.44 & 22.39 & 27.42 & 30.31 & 32.95 \\
0.4 & 25.85 & 28.90 & 31.66 & 38.77 & 42.87 & 46.60 \\
0.5 & 28.90 & 32.31 & 35.39 & 43.35 & 47.92 & 52.10 \\
0.7 & 34.19 & 38.23 & 41.88 & 51.29 & 56.71 & 61.65 \\
1.0 & 40.87 & 45.69 & 50.06 & 61.31 & 67.78 & 73.68 \\ \hline \hline \end{tabular}
\end{table} 
Table 1: Impact velocity effect of delay. Reprinted/adapted with permission from Ref. [42]. 2022, [PERSON].