Local Radio Revenues Will Grow with Geo-Targeted Ads

RADIO ONLINE | Monday, March 23, 2020 | 7:50pm CT

BIA Advisory Services

According to a recently released joint study by BIA Advisory Services and Advertiser Perceptions, more than 90 percent of local retailers and two-thirds of national advertisers are poised to put more money into FM radio when geo-targeting becomes available. With the roll-out of ATSC 3.0 or NextGen TV, local radio is the last major local ad platform that currently can't offer any geo-targeting. Earlier this month GeoBroadcast Solutions filed a petition with the FCC seeking a rule change that would permit radio broadcasters to air geo-targeted programming.

To help learn what Main Street businesses and Madison Avenue agencies and brands are thinking about geo-targeting and local radio, both BIA and Advertiser Perceptions will hold a webinar discussion on geo-targeted advertising and local radio on Tuesday, March 24 at 2pm.

Topics that will be covered during the webinar:

• The importance of national and local radio in the media mix and how ZoneCasting affects this.

• The complementary roles of geographic vs 1-to-1 targeting.

• How brands like P&G and Adidas balanced advertising that may be over-targeted • How advertisers must adapt their targeting strategies in a cookie-less future.

• Precision reach over radio, i.e., being able to cume large audiences but still delivering precise messages to them.

Speakers to include:

• Kathy Doyle, EVP Local Investment, MAGNA Global

• George Leon, Chief Strategy Officer, Hawthorne Advertising

• Justin Fromm, VP, Business Intelligence, Advertiser Perceptions

• Rick Ducey, Managing Director, BIA Advisory Services

Register at https://register.gotowebinar.com/register/6744466302899295245

Cumulus, Zimmer Urge FCC to End Radio Ownership Caps Cumulus Media and Zimmer Radio Cumulus Media and Zimmer Radio of Mid-Missouri are urging the Federal Communications Commission to eliminate its local radio ownership limits, arguing in separate ex parte meetings that rules unchanged since 1996 no longer reflect today's competitive audio and advertising marketplace. The filings come as More

Tyah Sartler Named GM of Saga Milwaukee Tyah Sartler Saga Communications has promoted Tyah Sartler to Vice President and General Manager of its Milwaukee Media Group, succeeding longtime executive Bob Bellini, who has retired after more than 36 years with the cluster. Sartler moves into the top Milwaukee post after 25 years with the company. She joined More

FCC Seeks Comment on Political Ad Rate Challenge Federal Communications Commission (FCC) The Federal Communications Commission (FCC) is seeking comment on an application asking the agency to overturn Media Bureau guidance concerning which political advertisers are entitled to broadcasters' lowest unit charge rates. The challenge was filed by Democratic candidates Sherrod Brown, Jon Ossoff, More

Gemini XIII Adds Kelly Parker, Yea Podcast Slate Kelly Parker Gemini XIII is expanding its audio sales operation with the addition of veteran media executive Kelly Parker as Senior Vice President of Sales. Parker joins the company from Yea Networks. As part of the move, Gemini XIII will become the exclusive advertising sales representative for Yea Networks' podcast More

Tracy Walker Named 2026 MIW Speak Up! Mentee Tracy Walker Mentoring and Inspiring Women in Radio (MIW) has named Tracy Walker, General Sales Manager for Connoisseur Media in Saginaw, MI, as the 2026 mentee for its Speak Up! Mentorship Program. Developed in partnership with Media Staffing Network and the late Laurie Kahn, Speak Up! is a year-long program for More

RAB Launches Audio Marketing Certification Program Radio Advertising Bureau (RAB) RAB has launched Audio Marketing Professional (AMP), a new professional education and certification program designed to help marketers, agency professionals, media planners and buyers better understand and use radio and audio advertising. The self-paced program provides training on planning, buying, More