Study: Traffic Reports Popular With Listeners

To find out if listeners change the dial when traffic reports on, Research Director, Inc. joined with Canadian Traffic Network for the last four years to show that it’s really just the opposite.

In Canada, where PPM-based estimates are available down to the minute, results indicate that traffic reports actually garner higher listening levels compared to when traffic is not being broadcast.

Radio listening is measured using PPM technology in five Canadian markets: Calgary, Edmonton, Montreal, Toronto, and Vancouver. Research Director  studied 46 stations across these five markets that broadcast traffic reports provided by Canadian Traffic Network. They calculated the Average Minute Audience (AMA) for both “traffic time” and “non-traffic time.” Traffic time was defined as the minute before, minute of, and minute after the traffic report.

The study shows an increase in listening of 20% during traffic time with Adults 18+. Similar increases were found with Adults 18-49 (+19%) and Adults 25-54 (+22%).