Audacy’s 95.7 The Game is set to introduce a new layer of in-car radio innovation during one of the busiest sports weekends of the year, using Super Bowl events in the Bay Area as a proving ground for emerging broadcast technology.
95.7 The Game in San Francisco will debut the industry’s first RDS-based visual geo-targeting activation for automobile screens over Super Bowl weekend. The effort is designed to deliver hyperlocal, over-the-air visual content directly to in-vehicle displays without disrupting traditional audio programming.
Audacy executives see the activation as both a service enhancement and a glimpse into radio’s evolving role inside connected vehicles. Kieran Geffert, senior vice president and market manager for Audacy San Francisco, said the timing and scale of Super Bowl weekend make it an ideal opportunity to test new ways of serving listeners.
“Heading into one of the biggest weekends in sports, we’re excited to serve our audience with something new,” Geffert said. “This activation allows us to deliver timely, location-specific information directly to the dashboard and enhance the event experience for thousands of football fans in a way that’s never been done before.”
The 95.7 The Game activation is being executed by Lazer Spots in collaboration with Audacy and GeoBroadcast Solutions. Using GeoBroadcast Solutions’ MaxxCasting technology, the initiative relies on FM booster signals. The system transmits customized visual information within a tightly defined geographic area.
By using Levi’s Stadium as the central reference point, the system will deliver visual content to vehicles within a five- to six-mile radius. The activation will run on 95.7 The Game. Unlike traditional radio enhancements that rely only on audio, the technology allows dashboards and compatible screens to display localized information. The visuals operate independently of what listeners hear on the air.
According to the companies involved, the content can include real-time traffic updates, localized weather alerts, parking instructions, and venue-specific messaging. It may also feature other event-related information for fans navigating the area. Because the visual data is transmitted separately from the audio signal, listeners can continue sports talk or play-by-play coverage uninterrupted. At the same time, they receive timely, location-specific guidance on their screens.
From a technology standpoint, GeoBroadcast Solutions emphasized the versatility of its infrastructure. The same system used to strengthen broadcast coverage can also unlock new forms of listener engagement. The company believes visual geo-targeting represents a natural extension of radio’s value proposition as vehicles become more digitally integrated.
“The same infrastructure that improves broadcast coverage can also power new experiences during the biggest moments for listeners,” the company said in a statement. “This activation signals a broader evolution in how radio can serve audiences and extend beyond audio alone.”
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