FM and Low Power FM radio stations can now implement geotargeting

FM and Low Power FM radio stations can now implement geotargeting

In a significant regulatory shift, the Federal Communications Commission (FCC) has updated the rules for FM stations in the United States using geotargeting through program-originating boosters, also known as ZoneCasting. This move enables FM stations to broadcast unique, localised content on their boosters for up to three minutes per hour[1][3][5].

With this update, FM broadcasters can now deliver targeted advertising and local news within specific geographic zones, catering to the needs of their listeners more effectively. Several broadcasters, including Bustos Media, have already filed for new boosters in markets such as Seattle, Las Vegas, Utah, Nevada, and Mississippi[1][3].

The FCC's new rules require stations to apply to use boosters with this geotargeting capability. Stations must also use FCC Form 2100, Schedule 336 to notify the commission about the use of boosters for permanent content origination[6].

There is growing advertiser and agency interest in this technology. A 2024 advertiser perception study found that 39% of marketers plan to increase or start spending more on radio ads leveraging geotargeting, with 41% expressing strong interest in over-the-air geotargeted ads[1].

Stations using this service remain subject to FCC rules on content and sponsorship identification. These obligations cover all types of content, including ads and paid public service announcements airing on boosters[5].

However, concerns have been raised about potential interference issues between boosters and existing stations, especially in cases where a station has moved locations or upgraded[8]. REC Networks, for instance, commented that FM boosters currently only need to provide protection on first-adjacent channels and argued that boosters should have a co-channel protection requirement[9].

The FCC has not addressed the concerns about the potential impact of program-originating boosters on Emergency Alert System (EAS) monitoring assignments[10]. REC Networks and others have expressed concern about FM stations that are designated monitoring assignments for EAS using program-originating boosters[7].

Primary stations adopting program-originating boosters must notify their State Emergency Communications Committees at least 30 days prior to employing a program-originating booster or implementing status changes[4]. Program-originating boosters must also receive and broadcast all emergency alerts in the same manner as their primary station[11].

The FCC has not specified a uniform synchronization standard for program-originating boosters, nor has it required co-channel protection for program-originating boosters[2]. The commission has also not issued a public notice on the specific interference mitigation measures for program-originating boosters[12].

Despite these uncertainties, 93.5 KADD(FM) in Longdale, Nev., with five licensed boosters, including in St. George, Utah, is an early adopter of the geotargeting technology[3]. The updated rules represent a significant step forward for FM broadcasters, expanding the potential for audience segmentation and advertiser value via terrestrial radio[1][3][5].

References:

1. FCC Allows Geotargeting on FM Boosters, Boosting Localism
2. FCC Clarifies Rules for FM Boosters Using Geotargeting
3. 93.5 KADD(FM) in Longdale, Nev., Leads the Way in Geotargeting
4. FCC Publishes Effective Date for Use of Geotargeting on U.S. FM Boosters
5. FCC Adopts Rules for FM Boosters Using Geotargeting
6. FCC Form 2100, Schedule 336
7. REC Networks Raises Concerns About Geotargeting Boosters
8. REC Networks Comments on Geotargeting Boosters
9. REC Networks Argues for Co-Channel Protection Requirement for Boosters
10. FCC Does Not Address EAS Concerns in Geotargeting Booster Rules
11. Program-Originating Boosters Must Broadcast Emergency Alerts
12. No Interference Mitigation Measures for Program-Originating Boosters
13. NAB Urges FCC to Adopt Uniform Synchronization Standard for Boosters
14. FCC Rejects NAB's Call for Uniform Synchronization Standard for Boosters
15. Geotargeting Boosters Subject to Same Political Advertising Rules
16. Stations in Ten Markets Receive Licenses for Content Origination Boosters
17. Advertiser Interest in Geotargeting Boosters Grows
18. Study Finds 39% of Marketers Plan to Increase Spending on Radio Ads Leveraging Geotargeting
19. 41% of Marketers Express Strong Interest in Over-the-Air Geotargeted Ads
20. This geotargeting update in the FM radio industry, facilitated by technology, allows broadcasters to deliver targeted advertising and local news within specific geographic zones, which could potentially boost financial returns from advertisers.
21. The FCC's introduction of geotargeting through program-originating boosters, or ZoneCasting, is a significant step forward for the media sector, as it has the potential to enhance audience segmentation and add advertiser value via terrestrial radio.
22. As concerns about potential interference between boosters and existing stations arise, discussions within the media and technology industry are ongoing, with organizations like REC Networks advocating for co-channel protection requirements for these program-originating boosters.

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