Home Login RADIO ONLINE RSS Facebook
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

IBA to Officially Form Organization Within Next Two Weeks
The Independent Broadcasters Association
The Independent Broadcasters Association
The Independent Broadcasters Association (IBA) is officially forming the organization within the next two weeks. Ron Stone said, "We have 496 owners and operators representing just under 3,000 stations that have signed up supporting the idea of the More

WWCD (CD102.5)/Columbus OH Names Laura Lee Interim PD
Laura Lee
Laura Lee
Laura Lee joins Alternative WWCD-FM (CD102.5) Columbus, OH as Interim Program Director and midday host, effective Monday, July 13. She replaces APD Rachael Gordon in middays, who resigned after 15 years with the station. Lee previously served as PD More

Mark Hamlin Exits Midwest Communications Kalamazoo as OM
Mark Hamlin
Mark Hamlin
Midwest Communications/Kalamazoo, MI Operations Manager Mark Hamlin exits the five-station cluster after five years over the COVID-19 pandemic. Prior to joining the Michigan Group, Hamlin was PD/afternoon host at Country WFMS-FM/Indianapolis. More
Advertisement

Report: Former Blaze Radio Host Jay Severin Dead at 69
Jay Severin
Jay Severin
Sad to report that longtime conservative radio personality Jay Severin has died after a battle with cancer, reports TheBlaze. He was 69. Severin was a veteran and former host on TheBlaze Radio Network's national platform in afternoons. The More

RAB Campaign Promotes Trust & Truth with New Audio Assets
Radio Advertising Bureau
Radio Advertising Bureau
Given the recent Facebook boycott and continuous concerns regarding brand safety, transparency and trusted environments for advertising, the Radio Advertising Bureau (RAB) is providing the tools that reinforce to the advertising community and More

Sports Radio 104.3 The Fan/Denver Adds Nate Jackson On-Air
Nate Jackson
Nate Jackson
Nate Jackson joins Bonneville Sports KKFN-FM (Radio 104.3 The Fan)/Denver as an air talent. He will be heard across all of the station's programs as a contributor and fill-in host, in addition to contributing digital content at 1043TheFan.com. More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement