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 compared to listening outside of the traffic break.
Research Director, Inc. has conducted comparable studies for the Canadian Traffic Network over the past four years, using PPM data from 2009, 2010, 2011, and 2012. Perhaps not surprisingly, all four studies showed similar results and a clear pattern of audience gains when traffic reports air.
In a release, Lannie Atkins, president of the Canadian Traffic Network, stated, “As our advertisers already know, when traffic comes on the air, consumers reach down and turn up the volume. Validating that the station audience does not vacate during traffic, and in fact increases, shows the importance of this vital information that provides our advertisers with an engaged and attentive audience.”
A copy of the study is available at www.ResearchDirectorInc.com/presentations.
The Canadian Traffic Network is the largest traffic provider in Canada, supplying live traffic reports in both English and French that reach more than 12 million Canadians.
