Lanctot: It's Time for Auto Makers to Rescue Radio

RADIO ONLINE | Thursday, September 8, 2022 | 1:04pm CT

Roger Lanctot

Automotive futurist Roger Lanctot, director of Automotive Connected Mobility in the Global Automotive Practice for Strategy Analytics, has called out the automotive industry on the ZoneCasting proposal before the FCC. In a LinkedIn post entitled, "Time for Auto Makers to Rescue Radio," he states that the auto industry is, "... uniquely mute in this debate... whether they realize it or not, auto makers have a horse in the broadcast radio race. In the U.S., more than 50% of radio listening occurs in cars and radio remains the media source with the widest audience reach, according to multiple annual listener studies.

"In spite of successful tests and the prospect of a revolution in radio broadcasting and advertising the NAB and large broadcaster organizations have come out against the new technology - even going so far as to browbeat major advertisers into rejecting the idea.

"The NAB appears to be aping the stance of its large broadcaster members in opposing the idea of geotargeted broadcasts, but this stance conflicts with its long-stated goals of engaging with the automotive industry. Perhaps NAB's ill-considered position reflects its inability to understand the needs of radio's broad constituencies which include radio listeners, in moving vehicles, who would welcome more relevant traffic reports and advertising or even minority populations with very local interests and needs.

"The introduction of geotargeted broadcasting has the potential to radically alter the perception and appreciation of radio. Like HD Radio, it has the potential to raise the relevance and value of broadcasts and enable new forms of broadcast advertising for a medium that still reaches the masses. It's not too late for NAB to flip the script and get on board. It's also not too late for auto makers to be heard in support of ZoneCasting," wrote Lanctot.

The full text is available here.