Nine Radio to broadcast new traffic reports every 10 minutes in Breakfast & Drive

Former Editor & Content Director

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.

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bryce
27 Oct 2021 - 12:50 am

So,
15 mins of spot blocks per hour (min)
5 minutes of news and weather per hour
10 minutes of traffic per hour (with spots before and after)

Do you think they could find some time for some engaging content?

Jim
27 Oct 2021 - 7:34 am

Oh please. Money talks. Your advertisers have convinced you to do them every 10 minutes and frankly you need the money. Extra exposure will benefit them. It certainly won’t benefit your audience.

Traffic enthusiast
27 Oct 2021 - 12:14 pm

Olympia Kwitowski. Legend. Very talented and great at what she does so will be a delight to hear her voice every 10 minutes.

Peter J
27 Oct 2021 - 1:04 pm

99% of the time these traffic reports will be totally irrelevant to me because I am not driving anywhere near the area that they are reporting on

Lazy radio

David Braidwood
27 Oct 2021 - 2:53 pm

More destruction of 6PR by Nine Radio

Jo Jo Kincaid
27 Oct 2021 - 3:08 pm

“thats why i have my radio on to listen to traffic reports” …………said no on ever

Graham Barry
27 Oct 2021 - 8:47 pm

Maybe they could get the timing correct on 2ue so that ads dont come on half way through the music. That would be a real improvement.
And maybe if the program content was manned and not canned that would also help.
Thank the radio gods for MMM.

Mick C
28 Oct 2021 - 1:01 pm

Seriously?

I dont need traffic reports as im only 15 mins from work.
When i do listen to the traffic reports its via community radio

Daisy
21 Nov 2021 - 12:25 pm

2gb has no talk time – specially in the afternoon drive – it’s ads ads and more ads – and of course don’t forget the every ten minute traffic reports.
Just ridiculous – i had to tune out on Friday.

Daisy

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