Cumulus Media is bringing geo-targeted ads to Boston radio. The company will launch ZoneCasting on 104.5 XLO with partner Aktira in early 2027.
What We Know: ZoneCasting lets one FM station air different commercials at the same time in separate areas. Specifically, XLO will target listeners east of Route 128 with zone-specific ads. Meanwhile, listeners outside that zone will still hear the primary broadcast. Additionally, Xperi’s DTS AutoStage data from 90,000-plus connected Boston vehicles will show where in-car listening happens.
What They Said: Bob Goodell, Vice President/Market Manager, Cumulus Media: “Cumulus is bringing together two complementary technologies to make local radio more relevant and measurable. 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.”
Chris Devine, Chief Executive Officer of GeoBroadcast Solutions: “Cumulus is demonstrating what the next generation of local radio can look like. This deployment preserves the broad reach of FM while giving the station greater flexibility to serve the distinct communities within a large, diverse market.”
What Remains Unclear: Cumulus has not shared pricing for zone-targeted ad packages. The release also doesn’t explain how listeners near the zone’s edge will hear the switch. Furthermore, Cumulus hasn’t said whether other markets or stations will follow.
What It Means: For radio, ZoneCasting answers a longtime digital advantage: hyper-local targeting. Now, a retailer could promote one store to one geographic location while a different spot runs elsewhere. As a result, smaller businesses that found market-wide FM buys too broad may take a second look. Ultimately, if Boston proves the model, other broadcasters will likely chase the same playbook.
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