Traffic (broadcasting)

Traffic (broadcasting)

In broadcasting, traffic is the scheduling of program material, and in particular the advertisements, for the broadcast day. In a commercial radio station there is a vital link between sales (of advertisement or commercial space) and the traffic in keeping the information about commercial time availability.

The station sells airtime to its customers. The maximum amount of airtime allocated to commercials is defined in the broadcast license of the station. It is not unusual that of an hour, 18-20 minutes is commercials.

The traffic department together with sales aims to sell the available airtime ('avails') at the best possible rates. The traffic department generates a daily log of programming elements such as commercials, features and public service announcements. The log defines when they are planned to be aired and when they actually were aired. The log will be used by the on-air operator who actually plays the commercials.

The Traffic Process

The traffic process starts by a salesperson making an agreement with a customer about a campaign. The agreement is called Sales Order and it defines the dates when spots are run and the commercial terms of campaign. The sales order usually also defines the product group in order to avoid conflicts in scheduling where two fast food vendors have a spot in the same break.

At the station, a traffic person collects the sales orders and enters them into a computer system that will help to generate the daily logs. The traffic person also links the sales order with the possible media, such as audio tape that contains the actual spot. When all the material is finished, the traffic system will be updated with parameters that define how the campaign will be run: in which dayparts there will be spots, how the spots are placed within a break and what other separation criteria as addition to product groups there may be.

See Also

* [ Airtime] by Airshift Media Ltd
* [ Airwaves] by Radio Computing Services
* [ Marketron ] by Marketron
* [ Wicks Visual Traffic] by Wicks Broadcast Solutions

Wikimedia Foundation. 2010.

Look at other dictionaries:

  • Traffic (disambiguation) — Traffic is the movement of motorized vehicles, unmotorized vehicles and pedestrians on roads.Traffic may also refer to: * Traffic (band), a rock band from England * Traffic (album), a 1968 album by the band Traffic * Traffic (album), a 2008 album …   Wikipedia

  • Traffic Message Channel — (TMC) is a technology for delivering traffic and travel information to drivers. It is typically digitally coded using the FM RDS system on conventional FM radio broadcasts. It can also be transmitted on DAB or satellite radio.It allows silent… …   Wikipedia

  • Traffic Light (TV series) — Traffic Light Also known as Mixed Signals Genre Sitcom Created by Adir Miller …   Wikipedia

  • Traffic Announcement — (TA) refers to the broadcasting of a specific type of traffic report on the Radio Data System. It is generally used by motorists, to assist with route planning, and for the avoidance of traffic congestion.The RDS enabled receiver can be set to… …   Wikipedia

  • Traffic Message Channel — Traffic Message Channel, ou TMC, est une norme européenne qui permet de diffuser des informations de circulation aux automobilistes, généralement via le système RDS de la radio FM. Cependant, il peut aussi transiter par d autres moyens de… …   Wikipédia en Français

  • broadcasting — /brawd kas ting, kah sting/, n. 1. the act of transmitting speech, music, visual images, etc., as by radio or television. 2. radio or television as a business or profession: She s training for a career in broadcasting. [1920 25; BROADCAST + ING1] …   Universalium

  • Traffic Cops — For the policing function see Road traffic control Traffic Cops The current Traffic Cops and Motorway Cops title cards. Genre Motoring/ …   Wikipedia

  • Traffic Message Channel — Содержание 1 Как это работает 2 Безопасность 3 Действующие службы передачи дорожной …   Википедия

  • Beat The Traffic — is a nationwide service operated by Triangle Software based in Campbell, California. Beat The Traffic was founded in 2001 by CEO Andre Gueziec with the launch of the website Information compiled from numerous …   Wikipedia

  • Munhwa Broadcasting Corporation — Type Broadcast radio and television …   Wikipedia

Share the article and excerpts

Direct link
Do a right-click on the link above
and select “Copy Link”

We are using cookies for the best presentation of our site. Continuing to use this site, you agree with this.