Tapt Media strikes ATN traffic deal

Tapt Media has struck a strategic partnership with the Australian Traffic Network (ATN), bringing ATN traffic reports back to 2GB, 3AW, 4BC and 6PR from 1 October.

The agreement will expand live traffic updates into drive-time slots and additional weekend hours across Tapt Media’s broadcast radio and digital streaming network.

It will also create new sponsorship inventory around the traffic reports, giving advertisers access to high-frequency, short-form integrations across the four talk stations.

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Traffic expands across radio and streaming

Under the deal, ATN will provide traffic content across 2GB Sydney, 3AW Melbourne, 4BC Brisbane and 6PR Perth.

The expanded service will give Tapt Media additional live traffic coverage across its talk network, alongside its existing news, sport and weather content.

Tapt Media CEO Tom Malone said the agreement formed part of the company’s broader commercial strategy.

“This deal marks an important step in the transformation of Tapt Media, allowing us to amplify our commercial return, while delivering premium, live, and local content across news, sport, weather and traffic.”

New sponsorship inventory

The partnership also gives Tapt Media additional sponsorship inventory integrated directly into ATN’s live traffic reports.

ATN CEO Vic Lorusso said the return of the four stations would increase the scale of ATN’s wider broadcaster network.

“We are delighted to be working alongside Tom and the Tapt Media team once again. 2GB, 3AW, 4BC, and 6PR are iconic radio brands with deeply loyal audiences. Reconnecting with these stations brings significant scale back into our network, complementing our broader broadcaster footprint and delivering immediate value to our advertising partners."

Tapt Media chief commercial officer Brian Gallagher said the agreement would also extend high-frequency reach for sponsors across the company’s platforms.

“This strategic partnership maximises the commercial power of our network. By integrating atn’s trusted reporting into our multi-platform ecosystem, we’re creating high-value, non-skippable sponsorship alongside our market-leading talk content and expanding high-frequency reach for our sponsors.”