Cumulus Media Partners with GeoBroadcast Solutions to Bring Two New Geographic Zones to FM Broadcasting in Boston

Two new broadcast zones will allow WXLO to tailor advertisements for listeners inside and outside Route 128

BOSTON – Cumulus Media and GeoBroadcast Solutions (GBS) announced an agreement to deploy ZoneCasting™ on Boston radio station WXLO-FM, giving the station the ability to deliver different advertisements and selected content to two geographic areas within the Greater Boston market.

The deployment will create one broadcast zone focused on Boston’s urban core and nearby communities east of Route 128 and another focused on suburban communities west of Route 128. During designated commercial breaks, listeners in the two zones may hear different advertisements based on where they are located. When the break ends, all listeners return to the same WXLO programming.

For example, a car dealer in the western suburbs could advertise primarily to listeners near Framingham, Marlborough, Westborough and surrounding communities rather than the entire Boston market. A restaurant, retailer or service provider in downtown Boston, Back Bay or Cambridge could direct its message toward listeners in the urban core.

The system is designed to help local advertisers reduce geographic waste while continuing to benefit from FM radio’s broad reach and ability to build awareness.

“Cumulus is bringing together two complementary technologies to make local radio more relevant and measurable,” said Bob Goodell, Northeast Regional Vice President at Cumulus Media. “Xperi’s DTS AutoStage platform gives us a clearer, near-real-time view of where in-car listening is occurring, while ZoneCasting gives us the ability to deliver selected advertising and content to those specific parts of the market. Together, they create a more localized and efficient model for broadcast radio.”

Route 128 has long served as an informal dividing line between Boston’s dense urban core and many of the suburban communities and commercial centers to the west. The areas have different commuting patterns, shopping destinations, businesses and local interests, making them well suited for separate advertising messages.

“Cumulus is demonstrating what the next generation of local radio can look like,” said Chris Devine, Chief Executive Officer of GeoBroadcast Solutions. “This deployment preserves the broad reach of FM while giving the station greater flexibility to serve the distinct communities within a large, diverse market.”

About GeoBroadcast Solutions LLC

GeoBroadcast Solutions is the developer of MaxxCasting,™ a patented technology that enables FM broadcasters to enhance their signals with the deployment of a strategically located cluster of low to the ground, highly directionalized synchronized booster sites. MaxxCasting allows broadcasters to reach a broader portionoftheir service area, and it supports the accurate decoding of audience measurement. GBS was originally formed in 2011 to develop the ZoneCasting™ Geo-Targeting, a successfully tested – under special FCC authorization – platform allowing radio stations to split an FM signal into local “zones.” Additional information is available at geobroadcastsolutions.com.

About Cumulus Media

Cumulus Media is an audio-first media company delivering premium content to a quarter billion people every month — wherever and whenever they want it. Cumulus Media engages listeners with high-quality local programming through 393 owned-and-operated radio stations across 84 markets; delivers nationally-syndicated sports, news, talk, and entertainment programming from iconic brands including the NFL, the NCAA, the Masters, US Soccer, AP News, and the Academy of Country Music Awards, across more than 7,800 affiliated stations through Westwood One, a leading national audio network; and inspires listeners through the Cumulus Podcast Network, an established and influential platform for original podcasts that are smart, entertaining, and thought-provoking. Cumulus Media provides advertisers with personal connections, local impact and national reach through broadcast and on-demand digital, mobile, social, and voice-activated platforms, as well as integrated digital marketing services, powerful influencers, full-service audio solutions, industry-leading research and insights, and live event experiences. For more information visit www.cumulusmedia.com.