Sparsity and missing data problems are very common in spatiotemporal traffic data collected from various sensing systems. Making accurate imputation is critical to many applications in intelligent transportation systems. In this paper, we formulate the missing data imputation problem in spatiotemporal traffic data in a low-rank tensor completion (LRTC) framework and define a novel truncated nuclear norm (TNN) on traffic tensors of location$\times$day$\times$time of day. In particular, we introduce an universal rate parameter to control the degree of truncation on all tensor modes in the proposed LRTC-TNN model, and this allows us to better characterize the hidden patterns in spatiotemporal traffic data. Based on the framework of the Alternating Direction Method of Multipliers (ADMM), we present an efficient algorithm to obtain the optimal solution for each variable. We conduct numerical experiments on four spatiotemporal traffic data sets, and our results show that the proposed LRTC-TNN model outperforms many state-of-the-art imputation models with missing rates/patterns. Moreover, the proposed model also outperforms other baseline models in extreme missing scenarios.