FCC Rule Change Unlocks Geotargeted Political Ads on FM Radio
The FCC’s new rules, effective January 13, 2025, now allow FM radio stations to offer geotargeted political advertising by originating unique content on their FM booster networks. This change enables stations to divide their coverage into hyperlocal zones, each with its own programming and ads, so political candidates can focus spending in areas where their voters actually live, avoiding waste from broadcasting to non-constituents.
FM geotargeting, powered by GeoBroadcast Solutions’ Single Frequency Network (SFN) technology, works seamlessly with all existing radios. Candidates benefit from more cost-effective campaigns through Lowest Unit Rate (LUR) pricing that can now apply separately to each booster zone rather than the entire market. This creates potential savings for campaigns and new revenue opportunities for stations by selling zone-specific ads.
Example cases—like a San Jose station creating separate San Francisco and East Bay zones—show successful localized news, weather, and ad delivery. With each booster treated as its own facility under the FCC’s amended rules, political ad requirements (including rate transparency and candidate access) still apply, but now with added flexibility in targeting.
Key Points
Rule change: FCC now permits FM stations to air different content, including political ads, in geotargeted booster zones.
Efficiency for campaigns: Candidates can concentrate spending in their districts instead of paying for full-market coverage.
Lowest Unit Rate flexibility: Each booster zone can have its own LUR, often cheaper than market-wide rates.
Revenue boost for stations: Selling multiple zones can increase total ad revenue compared to single full-market spots.
Technology: GeoBroadcast Solutions’ SFN technology enables a seamless listener experience on existing FM receivers.
Real-world example: San Jose station split into San Francisco and East Bay zones for targeted programming and ads.
The FCC’s update opens new doors for both broadcasters and political advertisers, creating opportunities for hyperlocal reach, cost savings for candidates, and increased revenue potential for stations. As FM geotargeting expands, it’s likely to become a standard tool in political campaign media strategies.
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