A method is described for driving matrix displays which are made up of a plurality of lines with individual pixels, which lines are configured as rows and columns, wherein individual lines are driven selectively by rows being activated for a defined row addressing time and an operating current or a corresponding voltage being applied to the columns in correlation with the activated row corresponding to the desired brightness in the pixels. In order to improve the performance of the display, the row addressing time for each row is determined as a function of the maximum brightness of all the columns of the row.