Advertisers Show Rising Demand for FM Geotargeting
| RADIO ONLINE | Monday, December 1, 2025 | 4:30pm CT |
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 GEO Broadcast Solutions |
New data from Advertiser Perceptions indicates that advertiser interest in geotargeted AM/FM radio is reaching an all-time high - and many marketers say they're ready to boost their audio budgets if broadcasters can deliver localized over-the-air messaging.
According to the study, 90% of marketers and media agencies now use geotargeting, up sharply from 70% in 2020. Awareness of ZoneCasting, the technology enabling FM stations to air different ads in different parts of their coverage areas, has also surged. Since 2020, familiarity has climbed 2.3x, rising from 28% to 65%.
Advertiser enthusiasm is accelerating as well. The report finds that 44% of agencies are "very interested" in FM geotargeting, more than double the level recorded five years ago. And 35% say the availability of ZoneCasting would lead them to increase spending on AM/FM radio - or start buying it for the first time.
The momentum coincides with a transformative policy shift at the FCC. Beginning January 2025, FM broadcasters are permitted to air up to three minutes per hour of geotargeted content, allowing stations to run different ads and programming in separate zones of the same market. ZoneCasting is the first system capable of supporting this capability over the air.
As advertiser awareness grows, analysts say interest is translating into potential new revenue streams for broadcasters seeking more precision-based ad solutions.
More information is available here.
