Traffic Reports Equal Higher Ratings
Traffic reports on radio attract listeners and boost ratings according to Research Director's just completed fourth study of traffic report audiences. Research Director President Charlie Sislen said, “The Canadian Traffic Network study shows once again that traffic reports are in their own league when it comes to boosting audience. In a PPM world, traffic reports are among the most valuable drivers of listening occasions.”
The study was commissioned by the Canadian Traffic Network. Research Director examined traffic reports on 46 stations in all five PPM-measured Canadian markets (Calgary, Edmonton, Montreal, Toronto, and Vancouver). Average Minute Audience (AMA) for traffic breaks was compared to the Average Minute Audience for the same daypart listening outside of the traffic break. The survey period was August 27, 2012 through November 25, 2012, and traffic reports airing during the Monday-Friday 5a-9a and 3p-10p dayparts were included. “Traffic time” is defined as the minute before, minute of, and minute after each scheduled traffic report.
Here are a few highlights from the study:
· The three minutes around the traffic report have higher listening levels compared to non-traffic periods.
· This was the case in each of the five markets examined.
· On average for persons 18+, Canadian Traffic Network’s reports deliver 20 percent greater audience than when traffic is not being broadcast.
· Among adults 25-54, traffic reports deliver an even greater audience (+20 percent) than non-traffic times.
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.
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