Geotargeting & ZoneCasting Success, One Year After FCC Approval

One year after the FCC approved FM geotargeting, GeoBroadcast Solutions (GBS) reports that the technology is performing well with no major interference issues—despite early industry concerns. In an anniversary update to the Commission, GBS highlights growing momentum for ZoneCasting™ and urges the FCC to consider lifting the current limit that allows only three minutes of localized content per hour. They argue that expanded flexibility could enable broader programming opportunities, including local sports coverage and political debates.

Since the rule change, geotargeted broadcasts have launched in 11 markets, with more on the way. Advertiser interest is strong: a Cumulus Media survey found 39% of advertisers would increase or begin AM/FM spending due to ZoneCasting™, and 44% are highly interested in radio geotargeting.

While financial performance from early deployments isn’t detailed, GBS highlights the technology’s potential for local advertisers—such as car dealers and small businesses—seeking hyper-local reach.

The article also revisits the FCC’s 2024 decision, which allowed program-originating boosters under a three-minute limit, capped stations at 25 boosters, and included safeguards to prevent and address interference.

Read the full article here.