The Australia Traffic Network (ATN) has become the first publisher in Australia to undergo a comprehensive attention audit with Adelaide, revealing its premium content and accompanying ad placement ranks in the top four media channels for consumer attention.
Adelaide’s Attention Unit (AU) is an omnichannel media quality rating that predicts attention and subsequent impact. It has been proven to correlate strongly with meaningful brand outcomes, leading to lifts of up to 150% in brand awareness, 108% in purchase intent, and 2.9 times in sales*, making it a gold standard for advertisers seeking verifiable impact.
Based on Adelaide’s AU audit, ATN’s placements perform comparably to linear TV while outperforming podcasts by 7.5% and online video by 39.8% on average. The exclusive positioning of ATN ’s ads directly after traffic updates – where clutter is minimised and the content is informative – has contributed to its high AU benchmark.
Adelaide’s AU scores are powered by a machine learning model that processes eye-tracking data, exposure data, and full-funnel outcome data to provide a precise measure of media quality across platforms. The AU score is trusted by some of the world’s largest brands, including Coca-Cola, Audi, The Wall Street Journal, and The New York Times.
Karen Holmes, national sales director, ATN.
Adelaide’s AU audit also showed that ATN, which reaches 16 million people weekly^, commands three times the attention of Facebook, two-and-a-half times that of Instagram and display advertising, and twice the attention of TikTok.
The leading authority on traffic content across radio and television, ATN airs traffic reports on over 200 capital city and regional radio stations across major networks, and on the Seven and 10 TV networks. It has partnered with Adelaide and Kantar, both global leaders in media quality and insights measurement, for Australia’s first tripartite alliance to explore the true meaning of attention effectiveness.
Kantar’s research of 775 radio listeners found that 73% of listeners always pay attention to ATN content no matter what they are doing. Additionally, 83% consider ATN content an important and relevant part of their radio listening experience, and 87% trust the traffic information provided on the network, amplifying brand credibility^^.
Karen Holmes, national sales director, ATN, said: “ATN is a unique, high-attention media platform, which this exclusive research from Adelaide and Kantar confirms. Listeners actively lean into and enjoy the brevity of ATN’s ad format, which enhances trust and relevance. ATN’s mix of high attention and reach increases brand saliency and full-funnel outcomes.
“The success formula – high attention, trusted content, and concise messaging, multiplied by extensive reach – delivers measurable growth that makes brands stand out and achieves significant uplifts in awareness, trust, and purchase consideration.”
Marc Guldimann, CEO and co-founder of Adelaide, said: “We’re excited to welcome ATN as our first Australian publisher partner. Our comprehensive AU audit revealed that ATN’s inventory exceeded global radio benchmarks by 10 to 15%. This highlights their dedication to delivering high-quality ad experiences.”
Formerly the Australian Traffic Network, ATN recently rebranded to reflect the evolution and future direction of the business, which is part of the ASX-listed Global Traffic Network Group. With premium traffic content remaining at its core, ATN is integrating into other high attention content like news, weather, sport, fuel watch bulletins, and has announced a move into multicultural radio.