Home Login RADIO ONLINE
Advertisement

Main Street, Madison Ave Primed to Zone Target FM Audiences


BIA Advisory Services
BIA Advisory Services

More than 90% of local retailers and two-thirds of national advertisers are poised to put more money into FM radio when geo-targeting, or ZoneCasting, becomes available, according to a joint study by BIA Advisory Services and Advertiser Perceptions. ZoneCasting is new tech that enables FM radio stations to air different ads for listeners in different geographic areas within local markets. The FCC is reviewing ZoneCasting, and advocates are pushing for approval this year.

The joint study provided insight on advertiser perceptions and spending plans as it relates to geo-targeting. Currently, 81% of local retailers and 63% of national advertisers and media agencies currently use some form of geo-targeting. If ZoneCasting is approved by the FCC, 91% of local retailers indicate they would spend more on broadcast radio advertising. Meanwhile, 66% of national advertisers indicate they are interested in ZoneCasting, and 49% expect to put more ad dollars into radio to support it.

"ZoneCasting will come to market fast because the appetite is there," said Advertiser Perceptions EVP Andy Sippel. "Advertisers are already very comfortable using geo-targeting with cable TV and have had success. Now, we continue to see renewed interest in radio as a medium."

The study is the result of two important surveys. Advertiser Perceptions studied 301 national brands and media agencies in October, 2019. BIA Advisory Services then surveyed 300 local retailers in December, 2019. While the joint study finds Main Street was more aware and prepared for ZoneCasting -- with 70% of Main Street familiar with the capability vs. 26% of Madison Avenue -- ease of adoption indicates the gap should close fast.

"ZoneCasting uses the existing radio broadcasting tech platform and existing consumer radio devices in cars, at home and work," said BIA Advisory Services Managing Director Rick Ducey. "Once approved, there's no barrier to advertisers that want to tailor their advertising messages to the most strategic locations within a radio metro area."

Advertisement

Latest Radio Stories

Beasley Offers Financial Relief for Small Business Owners Webinar<
Beasley Media Group will present a complimentary webinar, entitled Financial Relief for Small Business Owners: The Road Map. Part of the company's We Are All in This Together initiative, the free 30-minute online webinar will be offered beginning More

NPR Names Kelly McBride as Public Editor
Kelly McBride
Kelly McBride
NPR President and CEO John Lansing announced today that the Poynter Institute's Kelly McBride will serve as the organization's next public editor, responsible for bringing transparency to matters of journalism and journalism ethics. Through the More

Free Webinar Addresses Programming During COVID-19 Crisis
Tracy Johnson Media Group, Benztown and P1 Media Group have joined forces to create and host a free webinar: The New Normal: Programming, Personality & Promotion in a Once-in-a-Lifetime Crisis, Tuesday, April 7 at 1:00p.m. (EST). The More
Advertisement

Podtrac's Top Podcast Publishers for March 2020
Podtrac has released their top podcast publishers ranking for March 2020. This month they expand the ranking to the Top 20 publishers and welcome first time participants: WarnerMedia(#10), Fox News Radio (#18), and Slate (#20) along with More

"The Jesse Kelly Show" Debuts in National Syndication
Jesse Kelly
Jesse Kelly
Key Networks announces that its new three-hour morning talk radio program, The Jesse Kelly Show, debuts today in national syndication, and is available to stations Monday through Friday from 9am-Noon EST, with delayed broadcasts available via XDS. More

KOGO/San Diego Launches "Right Now"
News Radio 600 KOGO/San Diego has launched a special program, "RIGHT NOW," a one-hour business, health and lifestyle program hosted live, weekdays from 8 to 9 p.m., focusing on five topics that matter most "Right Now" during the Coronavirus More

Return to Menu