Radio traffic sponsorships can be a great alternative to a traditional radio schedule, when the message is brief and the local media budget is tight.
So, what are traffic sponsorships?
Traffic sponsorships generally include a “brought to you by” statement before and/or after the traffic report, along with a 10-second or 15-second commercial for your business.
Since they rotate across a number of stations, schedules are typically purchased by number of spots, as opposed to rating points. Consider buying as many as 4 spots per day, per station, as a baseline to help deliver a solid reach and frequency for your schedule.
These sponsorships can be purchased directly from individual stations, or through a traffic radio network, like Clear Channel’s Total Traffic Network.
In 2011, Clear Channel acquired one of their competitors, Metro Networks, and began offering traffic sponsorships in 125 metropolitan markets.
A complete list of markets and stations is available on the Total Traffic website.
What are the benefits of including traffic radio?
1. Excellent Placement
Traffic reports run in highly-rated morning and afternoon drive times. Since these reports provide listeners with critical information and your spot is running adjacent to the actual report, you are reaching people at premium times during the day.
You never have to worry about one of your commercials running in other lower-rated time slots on the station.
2. Audience Attention
Traffic sponsorships are reaching people when they are listening for information. Commuters are listening for traffic reports as they head to and from work each day. They are more likely to hear your sponsored message because they are more focused on the reports.
This may be a good alternative to purchasing a schedule that is running throughout the day, between songs or around other commercials.
3. Cost Savings
The cost of traffic sponsorships is typically much less than running a 30-second or 60-second spot. Because radio vendors are able to spread the schedule out across multiple stations, they are able to price their spots more efficiently than individual spot schedules on specific stations.
4. Production Savings and Creative Flexibility
Finally, there are production cost savings since advertisers can provide a script to be read “live,” instead of incurring the cost of producing a 30-second or 60-second spot. In addition, it is much easier to change creative quickly for time sensitive messages, since the message can easily be revised daily, weekly or monthly.