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«A recent study conducted by Edison Media Research found that almost three-quarters of radio traffic listeners pay more attention to commercials read live by the announcer of a traffic or news report than they do to pre-recorded commercials. The Edison Metro Traffic Study also concluded that 78% of those commuters requiring traffic information for suburban roadways gained this traffic information from their regular local traffic stations.

The Edison Metro Traffic Study was conducted by random telephone sampling February 9 - 22, 2006 of Adults 25 - 54 evenly distributed throughout the nonmetro counties in 10 of the top 20 DMAs. Respondents were required to have at least a part-time job, work primarily outside of the home, and spend at least 30 minutes commuting one-way to their workplace via a personal vehicle. This study was conducted on behalf of Westwood One by Edison Media Research.»

fonte: Edison Media Research, «Traffic Reports Capture Listeners' Attention Despite Distractions and Other», SOMERVILLE, N.J., March 30 /PRNewswire/ .