Canadian Study Shows Importance Of Traffic Reports
April 8, 2011 at 7:11 AM (PT)
THE CANADIAN TRAFFIC NETWORK has commissioned a study using electronic data to discover if radio traffic reports are an "interruption or enhancement." CTN commissioned U.S.-based RESEARCH DIRECTOR to judge the impact of traffic reports on audience listening.
The study found the three minutes around the traffic report have higher listening levels than those minutes where traffic reports didn't exist. This finding held true across all 13 demos examined, and for both spoken word and music formats.
RESEARCH DIRECTOR Pres. CHARLIE SISLEN commented, "BBM reports minute-by-minute listening, and this allowed us to track real changes in listening habits of the meter keepers. Since the U.S. and CANADA have converted to electronic measurement, we recognized the added importance of compelling programming. It is more important to give the listener what they want. If not, they go away, and the meter knows it. The CANADIAN TRAFFIC NETWORK study proves that traffic is an integral part of a station's on-air programming, regardless of format."