- Among the First U.S. Radio Stations to Adopt the Technology
- 104.5 XLO Will Offer Advertisers New Geographic Targeting Capabilities
Cumulus Media today announced plans to introduce ZoneCasting™ technology on Boston's 104.5 XLO (WXLO-FM) in partnership with Aktira, positioning the station among the first in the country to offer advertisers the ability to deliver different commercials simultaneously to listeners in distinct geographic areas within the same radio market.
The technology is expected to launch in the first quarter of 2027.
Unlike traditional FM broadcasting, where all listeners hear the same commercial regardless of location, ZoneCasting™ will allow 104.5 XLO to deliver geographically targeted advertising to listeners in a designated zone east of Route 128, while audiences outside that zone continue to receive the station's primary broadcast. This gives advertisers greater flexibility to reach consumers in specific areas of Greater Boston without sacrificing the broad reach and impact of FM radio.
For local, regional and national businesses, the technology opens new opportunities to deliver messages that are more relevant to where consumers live, work, shop, and travel.
Unlike traditional FM broadcasting, where all listeners hear the same commercial regardless of location, ZoneCasting™ will allow 104.5 XLO to deliver geographically targeted advertising to listeners in a designated zone east of Route 128, while audiences outside that zone continue to receive the station's primary broadcast. This gives advertisers greater flexibility to reach consumers in specific areas of Greater Boston without sacrificing the broad reach and impact of FM radio.
For local, regional and national businesses, the technology opens new opportunities to deliver messages that are more relevant to where consumers live, work, shop, and travel.
A retailer, for example, could promote a location or offer specifically to listeners east of Route 128 while a different commercial airs at the same time elsewhere. The initiative also complements Cumulus Media's use of Xperi's DTS AutoStage platform, which provides near-real-time insights into in-car radio listening. Together, these technologies create new opportunities for advertisers to better understand where audiences are listening and deliver more relevant messages to consumers throughout the market.
“Cumulus is bringing together two complementary technologies to make local radio more relevant and measurable,” said Bob Goodell, Vice President/Market Manager, Cumulus Media. “Xperi's DTS AutoStage platform, with more than 90,000 connected Boston vehicles providing daily radio listening data, 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 allow our customers to better take advantage of where people are listening, not just where they live.”
“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.”
đź“»For more information or to stream 104.5 XLO, visit: https://www.wxlo.com/.