Southern California Broadcasters Association Introduces Record Breaking Traffic Data
January 15, 2014

The Southern California Broadcasters Association (SCBA) announced today new traffic data developed in cooperation with the Southern California Association of Governments (SCAG) and the California Household Travel Survey. (CHTS) The data reveals a record breaking 16.5 million vehicle trips are being made each weekday from 2:00 P.M.-7:00 P.M. in the Southern California Region. That region includes Los Angeles, Riverside, San Bernardino, Ventura, and Imperial counties. Vehicle trips are described as origin-destination driving and were then aggregated for average weekday by hour for the entire region.

“This level of hourly driving activity dramatically showcases the immense mobility and density of Southern California driving habits and the critical role that driving has in our daily lives, hour by hour,” states SCBA President Thom Callahan. “Southern California is a massive car-driving region with our driving population making multiple vehicle trips throughout the working week. Our region’s astounding amount of daily vehicle trips exceeds the entire populations of most West Coast metro areas including San Francisco, Seattle, and Sacramento, as well as multiple state populations including Illinois.”

The traffic data results are good news for any advertiser looking to secure a captive audience and for knowing that Radio is the primary source of information and entertainment to millions of Southern California drivers.

“This critical data takes on increased urgency as advertisers wrestle with the best ways to invest their media budgets,” said Callahan. “The case for Radio advertising has never been stronger and this data offers 16.5 million compelling reasons why Southern California Radio is the solution for any advertiser.”

He adds, “Advertisers needing to build brands, market share, and increase sales can look confidently at the captured commercial environment offered within the enormous, daily vehicle trips that are a substantial part of Southern California Radio.”

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Jon Zellner
EVP/Programming Operations

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