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Mobil Trak Unit Captures Radio
Stations listened to on
I-15 | | |
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Highway
Headlines...
OCTOBER TRAFFIC
SHOWS IMPROVEMENT
HIGH DESERT ECONOMY
SHOWS
STRONG
GROWTH
BEST TIME
FOR ADVERTISERS
TO WORK WITH
RADIO | | |
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HIGHWAY RADIO STARTS AUDIENCE
MEASUREMENT
Highway Radio has signed a
contract with Mobil Trak and has installed two monitors
on I-15. These monitors measure the emissions from
FM radio tuners and detect what stations are actually
being heard in the cars. The sampling is far more
accurate and gives a much larger sample than is provided
by the Arbitron Diary method. Preliminary results are
already available and detailed ratings will be available
in January. Contact your Highway Radio rep at
702-737-9899 for full
details. | | |
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 TRAFFIC
REPORT - OCTOBER 2007
I-15 at Stateline/Primm
OCTOBER
TRAFFIC SHOWS IMPROVEMENT
Weekend traffic (Saturday-Sunday) was up 1.04% as
measured at Stateline/Primm by the Nevada Department of
Transportation (NDOT). Weekday traffic was off
0.26%. Average Daily Traffic for the month was up
0.65%. The weekend gain was actually better since
this year there were four Saturday/Sunday weekends and
in 2006 there were a total of five Saturday/Sunday
weekends. Year-to-date total is up 0.5%. See chart
below. Northbound traffic on I-15 on the four
October weekends showed increases on three of the four
weekends (Friday, the 5th and Saturday the 6th up 7%;
12th and 13th -1%; 19th and 20th up 4%; 26th and 27th up
2%.) As is the usual pattern, Sunday is the
heaviest day for traffic in both directions, followed by
Friday, Saturday, Monday and Thursday. Tuesday and
Wednesday were the lightest days
Laughlin, Nevada (SR163, Davis Dam
Road) and U.S. 95 (Searchlight, .5 miles north of
SR 164, Nipton Road)
Traffic counts in both directions on these two routes
continued to show drops, with Average Daily Traffic on
Davis Dam Road extending east from U.S. 95 into Laughlin
down 6.5%, Weekdays off 6.1% and Weekends down 7.3%
according to the NDOT. On U.S. 95, measured north
of Nipton Road, Average Daily Traffic was off 4.4%,
Weekday off 3.5% and Weekend off 5%. See chart below.
The hotels in Laughlin report auto traffic
remains robust and business is good. Conjecture in
Laughlin is that more and more travelers are using the
recently improved River Road, or Needles
Highway that extends from I-40 north into Laughlin.
California and Nevada expanded portions of almost all
the highway to four lanes, making a much easier
drive. Unfortunately, neither Nevada nor
California measures traffic on this route.
Mesquite, Nevada (I-15 at the
Arizona/California state line)
Repairs are still being done on the highway and the
magnetic counters are out of commission so no
statistics are available on this
route.
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GAMING REVENUE REPORT -
SEPTEMBER
2007
All of the venues in
Clark County, as well as the State, showed healthy
increases in September gaming win. Downtown
led the parade with an impressive 12.5% increase
garnering a 5.1% share (percentage of statewide
revenue) vs. 4.8% last September. The win Downtown
is up 6.5% in the trailing twelve
months. The Strip was up 6.9%, with share
down slightly to 52.2% from 52.4% last year. Win
on the Strip in the trailing twelve months now is
up 5.4%. Laughlin was up 1.2% for
the month, with share down slightly to 4.6% from
4.8% last year and win is up 6.6% in the trailing
twelve months. Statewide was up 7.5% in
September and is up 4.5% in the trailing 12
months. An analysis of the win components
in Clark County, as reported by the Gaming Control
Board, shows some patterns in the differences in
gaming preferences of players at each location.
The table below shows the components of gaming win
in the trailing months from slots and table games
in Laughlin, Downtown, the Strip, and Clark
County. While the Strip shows an almost
50/50 balance between slots and table games,
Laughlin and Downtown rely heavily on slots,
balancing out the averages for Clark County at
63.35. The balance comes from race and
sports books.
| LOCATION |
SLOTS
|
TABLE GAMES |
| Laughlin |
87% |
12% |
| Downtown |
74% |
24% |
| Strip |
51% |
47% |
| Clark County |
63% |
45% |
McCARRAN
AIRPORT REPORT- SEPTEMBER
2007
Total arriving
and departing passengers
year-to-date (YTD) is up 4.6% with
September counts up 2.4%. In an interesting
shift among the top five scheduled carriers, Delta
showed the best improvement in September, up 8.2%
for a 6.7% YTD. Southwest was second up 7.5%
and a 4.9% improvement YTD. American showed
a .4% increase, is off 8.2% YTD. Two
airlines among the top five showed passenger drops
in September. U.S. Airways off 16.3%, but
still holding to a 6.6% gain YTD and United off
4.5%, down 4.4% YTD.
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For all
scheduled carriers out of Terminal #1, passenger
counts were up 2.3% for a 4.6% improvement
YTD. Scheduled carriers out of Terminal #2
are up 14.4% YTD but are a relatively small
portion of the total scheduled traffic.
These scheduled carriers have had 1.6 million
arrivals and departures compared with 32.6 million
for the scheduled carriers out of Terminal
#1.
ACCIDENT
CLOSES I-15 FOR OVER
20
HOURS
An oil spill from an
overturned semi truck caused the closure on
Wednesday, October 31st at about 7:00 a.m. The
roadway reopened at 3:51 a.m. Thursday morning.
Traffic backed up about 15 miles south of
the state line. A detour approved by the
California Highway Patrol rerouted northbound
traffic on back roads. The Highway Radio
Traffic Hotline (1-800-231-9899) recorded a steady
stream of calls through the entire closure and, of
course, emergency liners carried on the station
every ten minutes. The California and Nevada
Highway Patrols kept feeding updated information
to the stations, relying on them to notify the
public of the situation. Needless to say,
listenership was high.
KELLOGG
SAYS "WE WANT TO SELL MORE
SO WE'LL ADVERTISE
MORE"
Faced with rising
commodity costs the Battlecreek, Michigan Cereal
Company has announced that it is planning double
digit percentage rise in advertising in the fourth
quarter as a way to encourage consumers to buy
more of its products. This follows a similar
advertising increase in the third quarter, which
followed with a third quarter revenue rise of
6.4%. This philosophy is contrary to some
companies, who faced with rising costs and lower
profits, cut their advertising. Maybe that
is why Kellogg is still one of the leading grocery
brands after more than 100 years in the
business.
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HIGH DESERT
ECONOMY CONTINUES TO GROW
Taxable retail sales in the
High Desert region topped $3 billion in 2005, the
latest year for which figures are available from
the State Board of Equalization. This is a
growth rate of 66% in the trailing five
years. Barstow and Victorville, the two
cities on the High Desert that straddle I-15
account for 75% of total taxable retail
sales. The growth in these High Desert
cities makes them a key target for Nevada resort
casinos, particularly those at State Line and
Laughlin.
BEST TIME FOR ADVERTISERS TO WORK
WITH RADIO
Sixty-three percent
of all radio listeners find that the ads did not
get in the way of their enjoyment, according to a
study by the Radio Advertising Effectiveness Lab
done in 2006. This compares with 50% of the
listeners who are annoyed by TV ads and 57%
disliking on-line ads. At a second annual
New York Radio Forum, David Goodman,
President/Marketing for CBS Radio said, "This is
the single best time frame in the history of radio
for advertisers to be working with radio.
The commercials on Highway Radio fit
directly with the lifestyle, destination, wants,
needs and desires of the listening audience,
that's why, as stated above, 80% of the people who
listen to radio on the highway tune to the Highway
Radio Stations.
ARE MORE SLOTS COMING TO
CALIFORNIA?
Four Native American tribes
in California plan to add 17,000 new slots,
splitting the additional revenue with the State of
California. The compact should generate $9
billion over the two decades for California, which
is now facing a $10 billion deficit next
year. The compacts could double the amount
of slots that the four tribes operate. The
compacts were set to take effect January 1st, but
now they will go on the February ballot and both
sides expect heavy spending. Opposing are
several coalitions of unions, two racetracks and
two of the tribes that are excluded from the
deal. At this time none of the Nevada
casinos have weighed in in opposition to the
compacts. The impact
on Nevada from these additional
slots in California has not been
calculated.
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AUTOMOTIVE ADVERTISERS SHIFT BACK
TO TRADITIONAL
MEDIA Domestic auto
makers, notably GM, have shifted hundreds of
millions of dollars to the internet.
Online ad spending was up 62% the first
three quarters of 2007, according to Nielsen
ONLINE AD RELEVANCE. The trade publication
Media Economy Newsletter reports
that "buyers note the big three aren't seeing
any improvement in sales by going on-line, so
many buyers suspect the auto makers will beef up
traditional media
budgets." |
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RADIO HOLDS ITS AUDIENCE
A nation wide survey done by America Media
Services (AMS) found that 63% of adults listen
to radio one or more times a day.
This was consistent with two previous AMS polls
over the last year. Respondents said that
they are listening to the radio as much or more
than they did five years ago. Listening
was strongest within the key age group
25-34; with nearly eight out of ten saying they
listen to the radio at least once a
day. |
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SATTELITE RADIO SALES
CONTINUE TO DROP
Retail sales of XM and Sirius receivers
were down 30% in September, according to NPD
Data. XM unit sales were down 35% year
over year in September and Sirius sales dropped
26%. Bank of America analyst Jonathan
Jacoby told clients he is also less optimist
than most of Wall Street about the likelihood of
the proposed XM/Sirius merger clearing
regulatory hurdles.
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| NEVADA DEPARTMENT OF
TRANSPORTATION OCTOBER 2007
TRAFFIC SUMMARY |
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AVERAGE DAILY
TRAFFIC1 |
WEEKDAY
2 |
WEEKEND
3 |
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I-15 NEV/CA STATELINE
(PRIMM, NEVADA) |
0.65% |
-0.26% |
1% |
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I-15 MESQUITE |
N/A |
N/A |
N/A |
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SR 163 LAUGHLIN - Davis Dam
Rd. |
-6.5% |
-6.1% |
-7.3% |
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US 95 AT
SEARCHLIGHT
(SR 164) |
-4.4% |
-3.5% |
-5% |
1. Percentage increase (decrease)
in average daily traffic northbound and southbound
divided by the total number of days of the month.
2. Percentage increase (decrease)
in total traffic northbound and southbound Monday
through Thursday divided by the number of days of
the month.
3. Percentage increase (decrease)
in total traffic northbound and southbound for Saturday
and Sunday divided by the number of days of the
month
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