WXLO To Deploy ZoneCasting™
• Cumulus Media announced plans to introduce ZoneCasting™ technology on Hot AC WXLO (104.5 XLO)/Worcester-Boston, 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 Q1 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 (closer to Boston), while audiences outside that zone (on the Worcester side) 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.
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, VP/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, CEO 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.”
