Toronto drivers caught in traffic can now use their down time to plan an evening’s entertainment.

Drive-By Broadcasting uses a low-range radio transmitter to send messages – usually of the entertainment variety – over unused fm radio frequencies

The ads can be heard by drivers within a three-block radius.

The new medium was brought to Canada by Hype Marketing and Distribution of Toronto and is already being used by DDB Canada for its client 20th Century Fox.

Last month, drivers along Toronto’s Gardiner Expressway and Lakeshore Blvd. were prompted to turn to 88.5 FM by pixel boards for Fox’s movie Independence Day.

A transmitter mounted on the boards broadcast three 30-sec. commercials, one for the movie and two for other summer flicks from Fox.

Michele Pauchuk, vp, media director at ddb, says Fox plans to use the medium again and that other clients have expressed interest.