Traffic (broadcasting)
In broadcasting, traffic is the scheduling of program material, and in particular the advertisements, for the broadcast day. In a commercial radio or TV station there is a vital link between sales (of advertisement or commercial space) and traffic in keeping the information about commercial time availability.
The station sells airtime to its customers. It is not unusual in a single hour for 18–20 minutes to be 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.
Read more about Traffic (broadcasting): Process
Famous quotes containing the word traffic:
“There was a girl who was running the traffic desk, and there was a woman who was on the overnight for radio as a producer, and my desk assistant was a woman. So when the world came to an end, we took over.”
—Marya McLaughlin, U.S. television newswoman. As quoted in Women in Television News, ch. 3, by Judith S. Gelfman (1976)