This paper proposes an efficient broadcast scheme based on traffic density measurement to mitigate broadcast storms in Vehicular Ad Hoc Networks (VANETs). In a VANET, the number of vehicles that rebroadcasts a message is closely related with the collision ratio of the message, so a well-designed broadcast scheme should consider traffic density when rebroadcasting a message. The proposed scheme introduces a traffic density measurement scheme and broadcast scheme for VANET. It is based on the slotted p-persistence scheme, but the rebroadcast procedure is enhanced and the rebroadcast probability p is controlled dynamically according to the estimated traffic density. Simulation results demonstrate that the proposed scheme outperforms existing schemes in terms of the end-to-end delay and collision ratio.