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In the field of road transport, Advanced Traveler Information Systems represent a relevant tool to manage road traffic, improve drivers’ utility and make a more efficient use of transport infrastructure. As en-route information is gaining importance due to the increase in new in-vehicle devices and mobile traffic applications, it is important to understand better its influence on drivers’ behavior, particularly with regard to route choice. Previous research in this field has mainly focused on the provision of en-route real-time information in toll-free environments. However, few researches have explored its influence when a tolled alternative is available. This paper is aimed at exploring the influence of variable message signs (VMS) information on drivers’ route choice, made between a free highway and a competing tolled alternative. To that end, the authors develop two binary logit models based on detailed traffic data within a point of diversion between two alternative routes in the metropolitan area of Madrid, Spain. The models determine significant differences in traffic diversion depending on the type of information displayed through VMS when one of the alternatives is tolled. Furthermore, some combinations of messages, such as adding travel time estimates together with incident messages, greatly increase the diversion rate to the tolled route.