Research Director Study Shows Listening Increasing During Traffic Reports
March 8, 2013 at 4:34 AM (PT)
A four-year study of PPM data conducted by RESEARCH DIRECTOR, INC. with CANADIAN TRAFFIC NETWORK shows that, contrary to the prevailing wisdom, listening actually increases when stations air traffic reports.
The 46-station study across five Canadian markets, CALGARY, EDMONTON, MONTREAL, TORONTO and VANCOUVER, showed a 20% listening increase for "traffic time" (the reports, plus the minutes immediately before and after) in Adults 18+, with similar increases for Adults 18-49 (+19%) and Adults 25-54 (+22%).
Read more about the study by clicking here.