Edison: Live Traffic Reports "Sticky"
March 30, 2006 at 1:49 PM (PT)
A recent study conducted by EDISON MEDIA RESEARCH found that almost three-quarters of radio traffic listeners pay more attention to commercials read live by the announcer of a traffic or news report than they do to pre-recorded commercials. The EDISON METRO TRAFFIC STUDY also concluded that 78% of those commuters requiring traffic information for suburban roadways gained this traffic information from their regular local traffic stations.
Additionally, 1 in 4 respondents indicated that they listened to something other than radio in their cars, but then switched back to AM/FM radio specifically to hear traffic reports. Those with exceptionally long commutes (greater than 60 minutes each way) reported an even greater propensity to switch to AM/FM radio for traffic reports, as nearly half of those listeners indicated they listen to CDs or MP3s, but switch to hear traffic.
More than 90% of radio traffic listeners pay close attention to traffic reports. "Clearly, traffic reports are extremely 'sticky' content for radio listeners," noted EDISON MEDIA RESEARCH VP TOM WEBSTER. "Listeners know where to find localized traffic reports, especially in suburban areas, and rely on them to help them navigate their increasingly longer commutes."