Abstract: Retroreflective sheeting has been improved by a coating comprising silica and a transparent polymer selected from aliphatic polyurethanes and polyvinyl chloride copolymers having a minor amount of a comonomer containing at least one carboxylic acid or hydroxyl moiety. Silica comprises 10-80 weight percent of the transparent protective coating. For example, a solution or dispersion of polyurethane is mixed with a silica sol and possibly other ingredients (e.g. wetting agent, UV light absorber and adhesion promoter), and the composition is coated onto the retroreflective sheet and dried. The coated retroreflective sheeting has superior soil and dew repellancy, retaining a higher percentage of original brightness after exposure to dirt and/or dew conditions.