Traffic reports boost listenership: Canadian Traffic Network

TORONTO – Traffic reports on the radio attract listeners and boost ratings during the time that the reports air, according to a new study commissioned by Canadian Traffic Network. The study, conducted by Research Director, Inc., found that the three minutes around the traffic report have higher listening levels compared to non-traffic periods in each of the five PPM-measured Canadian markets included in the study. Listenership increased by more than 20% among adults 25 to 54 during Canadian Traffic Network reports. The study examined traffic reports on 46 radio stations in these markets, comparing the average minute audience during a traffic break...