HC Deb 30 April 1984 vol 59 c30W
Mr. Rowe

asked the Secretary of State for Transport if he will give the results of the experiment carried out in summer 1983 in Kent and Berkshire into the use of traffic signs to inform motorists of the frequencies of local radio stations broadcasting traffic information; and if he will make a statement.

Mrs. Chalker

The experiment resulted in a statistically significant increase in the proportion of motorists listening to the two radio stations involved. However, this increase was from a very low base and the total audience was still less than 10 per cent. of drivers. The lack of wavelengths in metres on the signs appears to have been a factor which prevented many motorists from successfully tuning in to the stations. I consider that a further experiment using signs with wavelengths in metres is a desirable next step, and I shall be initiating discussions with the broadcasting authorities and the motoring organisations accordingly.