Most Torontonians consider electronic and illuminated signs a normal, useful part of public spaces, contributing to the vibrancy and look of their city, according to a research project conducted by their municipal government earlier this year.

The public-opinion poll, carried out by marketing research firm Ipsos Canada, found the vast majority of Toronto residents—70 per cent—believe these types of signs are a normal part of public spaces in large cities like their own. Almost two-thirds—63 per cent—said the signs were useful to them.

More than half—55 per cent—agree electronic and illuminated signs contribute to the look and vibrancy of cities, although only 43 per cent said they are an attractive part of Toronto’s cityscape.

“In general, Toronto residents are accepting of electronic and illuminated signs in commercial and industrial areas and public spaces,” said the Toronto-based Out-of-Home Marketing Association of Canada (OMAC) in a statement following the poll. “They are less accepting of these types of signs in residential areas, which are not currently permitted under the city’s sign bylaw.”

In addition to conducting the poll to assess public opinion, the municipal government initiated a study into the traffic safety implications of digital signage. The Chartered Institute of Management Accountants (CIMA) conducted this transportation review and concluded, as past studies have shown, there is no link between digital signs and traffic accidents.

While the municipal government has recently proposed rules that OMAC says would not allow for new outdoor digital signage installations, after conducting these comprehensive studies, the city is now moving forward with further public consultation.