Traffic and Travel in a Connected World

1. GTN TRAFFIC & TRAVEL RESEARCH “Traffic and Travel in a Connected World” 2017 27m listeners every week Solus Advertising Relevant Content?

2. TRAFFIC & TRAVEL SURVEY 2016 - BACKGROUND Three stage research plan Stage 1 : Large scale quantitative study General investigation of traffic and travel information sources, usage, occasions, attitudes and opinions 2,000 listeners (via online panel in December 2016) Nationally representative Stage 2 : Short, sharp quantitative survey to smartphones Reflect immediacy, based on that days experience 250 listeners (via online panel to smartphones in November and December 2016)   Nationally representative, 50 per day across the working week All surveys completed between 10am and 2pm on the day Stage 3 : Vox pops Hear listeners talking about their experience of traffic and travel information sources 20 qualitative street intercepts (in November and December 2016) Clapham (SW London), Guildford and Leeds.

3. TRAFFIC & TRAVEL INFORMATION SOURCES - 1 Q When thinking of daily traffic and travel updates, particularly in the morning and early evening, which sources of up-to-the-minute information are you aware of? Radio is the only single significant source of traffic and travel updates that comes to mind spontaneously. Stage 1 % % (Twitter, Facebook) Base: 2,001

4. TRAFFIC & TRAVEL INFORMATION SOURCES - 2 Q When thinking of daily traffic and travel information, which of these up-to-the-minute sources are you aware of? With prompting, radio still dominates awareness. Stage 1 % % Base: 2,001

5. TRAFFIC & TRAVEL INFORMATION SOURCES - 3 Q When thinking of daily traffic and travel information, which of these up-to-the-minute sources are you aware of? Q Which have you ever used for traffic and travel information whilst you are commuting or travelling locally? Even in this initial questioning, radio outperforms all other sources put together in terms of usage. Stage 1 % % Base: 2,001

6. TRAFFIC & TRAVEL UPDATES IN THE MORNING - 1 Q When you’re getting ready in the morning, how do you get your traffic & travel updates? When listeners are thinking broadly about sources of traffic and travel information they ever go to when getting ready in the morning, radio is the dominant source. Stage 1 % Base: 2,001

7. TRAFFIC & TRAVEL UPDATES IN THE MORNING - 2 Q When you’re getting ready in the morning, how do you get your traffic & travel updates? When listeners are thinking about their actual behaviour on a particular day, the popularity of radio updates is as widespread whereas there is a significant decrease across other sources of traffic and travel information. Stage 1 % Stage 2 Base: 2,001 & 255

8. TRAFFIC & TRAVEL UPDATES IN THE CAR - 1 Q When you’re in the car, how do you get your traffic & travel updates? In the car, listeners almost universally turn to the radio for their traffic and travel updates but roadside information is also significant. Stage 1 % Base: 2,001

9. TRAFFIC & TRAVEL UPDATES IN THE CAR - 2 Q When you’re in the car, how do you get your traffic & travel updates? When thinking is more focused on behaviour on a particular day, radio features as strongly but the significance of other sources of traffic information are greatly reduced. Stage 1 % Stage 2 Base: 2,001 & 255

10. LISTENING IN THE CAR Q When you are listening to the radio in the car, do you ever turn the radio up when…? In the car, 9 in 10 listeners will turn the radio up when a favourite song comes on. Not far behind are the news bulletins and the traffic & travel bulletins, both with 8 in 10 likely to turn the radio up when they come on. Stage 1 % Base: 2,001

11. ELEMENTS OF A FAVOURITE STATION Q When you think of all the things that make up your favourite radio station, apart from the presenters, music, and the main programmes, how important are each of these elements? Around three quarters of all listeners see news bulletins and traffic and travel updates as important elements that go to make up their favourite radio station. Stage 1 % Base: 2,001

12. ATTITUDES & OPINIONS OF TRAFFIC & TRAVEL ON THE RADIO Q Which of these words do you think fits with your impressions of the traffic and travel bulletins you get on the radio? Primarily, traffic and travel bulletins are seen as useful. Core attributes of accuracy and timeliness are also recognised by the clear majority of listeners. Stage 1 Yes: No:8 12 15 13 18 20 Don’t know: 8 11 11 17 17 16 % Base: 2,001

13. VOX POPS VOX POPS

14. 1 74% will get their traffic and travel info from the radio when they’re getting ready in the morning 6 48% are likely to look for an alternative station if the one they’re listening to doesn’t have traffic and travel updates 2 91% will get their traffic and travel information from the radio when they’re in the car 5 3 55% say they prefer to listen to a radio station that has traffic and travel bulletins 79% will turn the radio up when traffic and travel comes on 4 73% think the traffic and travel bulletins are an important part of their favourite radio station Base: 2,001

15. What does this mean for you? Solus Relevant Editorial Prime Positioning Independent research shows that ad recall is 48% higher in our solus ad breaks than in a standard ad break Within relevant editorial that has been proven to work . Network Drive offers a solus advertising opportunity

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