Canadian Study Shows Larger Audiences During Radio Traffic Reports
March 21, 2012 at 4:00 AM (PT)
CANADIAN TRAFFIC NETWORK and RESEARCH DIRECTOR, INC. have released a report on "The Impact of Traffic Reports on CTN Affiliated Stations," concluding that "audience levels are higher during traffic time compared to non-traffic time."
The study used BBM minute-by-minute PPM data to find that morning and afternoon drive total per-minute audience in five markets was 16% larger during traffic reports.
The survey looked at data in TORONTO, VANCOUVER, MONTREAL (English and French), CALGARY, and EDMONTON, in Persons 2+ and Adults 18-49, 25-54, 35-54, and 35-64, defining "traffic time" as the reports and the minute before and afterward. The percentage of audience by which traffic audience exceeded that for non-traffic was roughly the same for every demo (17% for 18-49, 19% for 25-54, 19% for 35-54, 18% for 35-64).