2006 National Traffic 101

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Information about 2006 National Traffic 101

Published on October 30, 2007

Author: Arundel0

Source: authorstream.com

2006 Traffic Report:  2006 Traffic Report Why Traffic Reports?:  Why Traffic Reports? Slide3:  Traffic congestion is a growing problem. The average commute time has increased 13.8% from just ten years ago Americans lost 3.7 billion hours of their lives stuck in traffic in 2003 Source: Arbitron, U.S. Bureau of Labor Statistics, & the Texas Transportation Institute Americans consumed 2.3 billion gallons of fuel while stuck in traffic in 2003 Congestion cost our economy $63.1 billion in 2003, a $2 billion increase from 2002 19.2% of household spending is transportation-related Americans spend 11 hours in their car every Monday-Friday Why sponsor traffic reports?:  Why sponsor traffic reports? Because traffic congestion has reached explosive levels Because 96% of Americans listen to radio in their cars Because traffic reports are associated with “consumer goodwill” Because every radio format airs traffic reports Because in-car listening has increased, growing 11% in just 4 years! Because radio reaches consumers in the vehicles, closest to the time of their next purchase – 63% of Adults 25-54 listen within one hour of making their largest purchase of the day (recency) Because local traffic & weather information are the most-frequently mentioned reasons for liking conventional broadcast radio Because 75% of commuters admit to having changed their route based on a traffic report Source: Arbitron, American Media Services, & the Texas Transportation Institute Why Clear Channel Traffic?:  Why Clear Channel Traffic? Slide6:  Atlanta, GA Cincinnati, OH Denver-Boulder, CO Houston, TX Los Angeles, CA Louisville, KY Nassau-Suffolk, NY New York, NY In six years, we have evolved from providing exclusive traffic content on Clear Channel stations in just 15 markets… Riverside, CA Sacramento, CA Salt Lake City, UT San Diego, CA San Francisco, CA San Jose, CA Tampa, FL We are the experts! Slide7:  Akron, OH Albany, NY Albuquerque, NM Alexandria, LA Allentown, PA Anchorage, AK Ann Arbor, MI Asheville, NC Atlanta, GA Augusta, GA Augusta, ME (Apr. ’06) Austin, TX Bakersfield, CA Baltimore, MD Bangor, ME (Apr. ’06) Battle Creek, MI Biloxi-Gulfport, MS Binghamton, NY Birmingham, AL Bismarck, ND Boston, MA Burlington, VT Casper, WY (Highway Net.) Charleston, SC Charlotte, NC Chattanooga, TN Cheyenne, WY (Highway Net.) Chicago, IL Cincinnati, OH Cleveland, OH Colorado Springs, CO Columbia, SC Columbus, OH Dallas, TX Dayton, OH Defiance-Napoleon, OH Denver-Boulder, CO Des Moines, IA Detroit, MI El Paso, TX Eugene-Springfield, OR Fairbanks, AK Fargo-Moorhead, ND-MN Findlay-Tiffin, OH Frederick, MD Fresno, CA Ft. Collins, CO Ft. Myers, FL Ft. Pierce, FL Grand Forks, ND-MN Grand Rapids, MI Greensboro, NC Greenville, SC Harrisburg, PA Hartford, CT Honolulu, HI Houston, TX Huntsville, AL Indianapolis, IN Jackson, MS Jacksonville, FL Lancaster, PA Laramie, WY (Highway Net.) Las Vegas, NV Lebanon, NH Lexington, KY Lima, OH Lincoln, NE Little Rock, AR Los Angeles, CA Louisville, KY Madison, WI Rochester, NY Sacramento, CA Salt Lake City, UT San Antonio, TX San Diego, CA Sandusky, OH San Francisco, CA San Jose, CA Santa Barbara, CA Sarasota, FL Savannah, GA Seattle-Tacoma, WA Spokane, WA Springfield, MA St. Louis, MO Stockton, CA Sussex, NJ Syracuse, NY Tampa, FL Toledo, OH Tucson, AZ Tulsa, OK Tuscaloosa, AL Utica-Rome, NY Victor Valley, CA Visalia-Tulare-Hanford, CA Washington, DC West Palm Beach, FL Wheeling, WV Wichita, KS Wilmington, DE Worcester, MA Youngstown, OH Yuma, AZ Manchester, NH Mankato, MN Melbourne, FL Memphis, TN Miami, FL Milwaukee, WI Minneapolis, MN Minot, ND Mobile, AL Modesto, CA Monterey, CA Muskegon, MI Nashville, TN Nassau-Suffolk, NY Newburgh, NY New Haven, CT New Orleans, LA New York, NY Norfolk, VA Oklahoma City, OK Omaha, NE Orlando, FL Parkersburg, WV Pensacola, FL Philadelphia, PA Phoenix, AZ Pittsburgh, PA Portland, OR Portsmouth, NH Providence, RI Poughkeepsie, NY Raleigh-Durham, NC Reading, PA Richmond, VA Riverside, CA Rochester, MN …to 142 exclusive traffic markets today—more than anyone else! Slide8:  Burke, Inc. study hypothesis : 15 and 30-second commercial recall scores will not drop in proportion to the decrease in length. Clear Channel’s “Less is More” Initiative is creating better radio! The effectiveness of a radio commercial is not necessarily related to length. Creative, well-executed, relevant spots can generate strong recall regardless of spot length. :30 recall average is 74% of a :60 :15 recall average is 94% of a :60! :60 recall average is 48.5% :30 recall average is 35.8% :15 recall average is 45.7% Ad Recall Summary Key findings: How Does It Work?:  How Does It Work? Traffic: Different from Radio:  Traffic: Different from Radio Reach and frequency-builder One call, one contact No talent, production, or distribution fees Flexibility to change copy and/or run multiple scripts within markets “Full disclosure packaging” takes the guesswork out of planning Usually, announcements are directly adjacent to high attention traffic reports or informational programming (news/weather/sports) On many stations, advertisers gain additional exposure with an opening billboard announcement leading into the traffic report Message typically consists of opening billboard, traffic report, and sponsorship of 10 to 15 seconds in length, live-read and/or pre-recorded Premium dayparts (drives or 5a-8p) The clear choice for traffic – driving home results!:  The clear choice for traffic – driving home results!

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