Nine Radio to broadcast new traffic reports every 10 minutes in Breakfast & Drive
Pictured: 4BC traffic reporter Olympia Kwitowski
Nine Radio’s stations are gearing up for even more “live and local” content, with new traffic repots set to air every 10 minutes across Sydney’s 2GB, Melbourne’s 3AW, Brisbane’s 4BC and Perth’s 6PR during the key Breakfast and Drive slots.
Radio Today understands that previously, reports went to air roughly every quarter of an hour.
The radio network said that for advertisers, the increase 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.
Nine Radio’s head of content, Greg Byrnes, said the move was an important one as our biggest cities roar back to life.
“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,” he added.
Anthony Smyth, Nine’s commercial director for radio, said traffic is one of the most important segments for highly-engaged listeners.
“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,” he added.
The increased traffic reports are effective from November 1.