Weekend Update

Study Shows Radio Traffic Reports Result in Higher Ratings Traffic reports on radio result in higher listening levels than when traffic is not being aired, according to Research Director's fourth study of traffic report audiences. The study was commissioned by the Canadian Traffic Network. Says Research Director President Charlie Sislen, “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.” Research Director examined traffic reports on 46 stations in all five PPM-measured Canadian markets. Average Minute Audience (AMA) for traffic breaks was compared to the Average Minute Audience for the same daypart listening outside of the traffic break. According to the latest 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% greater audience than when traffic is not being broadcast. Among Adults 25-54, traffic reports deliver an even greater audience (+20%) than non-traffic times. Canadian Traffic Network President Lannie Atkins says, "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." Research Director has conducted similar studies for the Canadian Traffic Network over the past four years, using PPM data from 2009, 2010, 2011 and 2012. All four studies have shown comparable results -- and are said to demonstrate a clear pattern of audience gains when traffic reports air. The study is available at www.ResearchDirectorInc.com/presentations.