Here are some interesting and helpful facts if you are a collision shop planning a radio or time-oriented advertising campaign: According to the latest figures from the National Highway Traffic Safety Administration (NHTSA), most accidents occur in January followed by October, December, November and May.

The time of day varies slightly during the week. Monday morning, drivers are alert, but by the afternoon, the crunches begin. Statistics show that approximately 252,000 accidents occur between 3 p.m. and 6 p.m. Noon to 3 p.m. isn't slight on accidents with almost 200,000 occurring.

As folks head home Wednesday, accident numbers increase to 277,000 between 3 p.m. and 6 p.m. Morning drive time, 6 a.m. to 9 a.m., registers high on the accident scale daily.

As suspected, the largest number of accidents occurs Friday between 3 p.m. and 6 p.m. when traffic is typically at its peak. Accidents numbering 320,000 happen during this three-hour period. Folks leaving work early, between noon and 3 p.m., have a slightly higher probability of lingering in traffic due to the 216,000 accidents happening around the United States.

The majority of ASA collision shops reported that Monday is the busiest day of the week. Stands to reason with such a high number of accidents occurring Friday.

By applying this information to a marketing schedule, you are capable of building a strong campaign and getting more value from your marketing dollar.

Stat Corner is written by Denise Caspersen, ASA's research management specialist. She can be reached at (800) 272-7467, ext. 236.

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