Radio stations 2GB, 3AW, 4BC, and 6PR will ramp up local content with new traffic reports every 10 minutes in the key Breakfast and Drive shifts.
The move is part of Nine Radio’s strategy of “live and local”.
Nine Radio’s head of content, Greg Byrnes, said: “Nine Radio is the only radio network with local traffic reporters in each market, with deep knowledge of their city’s traffic and accident blackspots, offering the best advice during the commuter rush about how to avoid any traffic snarls. As our biggest cities roar back to life, our listeners will now be getting updates every 10 minutes.”
For advertisers, the increase in live and local traffic provides a unique opportunity to be associated with the best traffic reports on the biggest stations in Sydney and Melbourne, and the fastest growing talk stations in Brisbane and Perth.
“Traffic is one of the most important segments to listeners who are highly engaged with the content,” said Anthony Smyth, Nine’s commercial director – radio. “For brands wanting to connect with consumers on the drive to and from work these new 10 and 30-second adjacent spots are a great opportunity to cut through.”
The increased traffic reports are effective from November 1.
2GB Traffic reporter Will Bottom
This month, Nine revealed the digital strength of their radio talk stations, achieving more than 11 million stream starts and more than one million podcast downloads in September.
According to the Triton Webcast figures released by Nine, the talk radio network recorded 11.07 million streams.
In September, the week of the Melbourne earthquake and mass protests saw 3AW hit a streaming record for the station with 1.34 million stream starts in the wake of these events.
The network’s broader push into podcasting has also resonated with podcast listeners, with data showing the talk network’s podcast downloads in September are up 16 per cent year on year, and 11 per cent month on month.
Top Image: 4BC Traffic reporter Olympia Kwitowski