Local retailers and national brands alike are poised to spend more ad dollars on FM radio when geo-targeting is available, according to a joint study by BIA and Advertiser Perceptions.

More than 90% of local retailers and two-thirds of national advertisers are poised to put more money into FM radio when geo-targeting, or ZoneCasting, becomes available, according to a joint study by BIA Advisory Services and Advertiser Perceptions. ZoneCasting is a new technology that enables FM radio stations to send individualized over-the-air ads to specific geographic areas within local markets. The FCC is reviewing ZoneCasting, and advocates are pushing for approval this year.

The joint study provided insight on advertiser perceptions and spending plans as it relates to geo-targeting. Currently, 81% of local retailers and 63% of national advertisers and media agencies currently use some form of geo-targeting. If ZoneCasting is approved by the Federal Communications Commission, 91% of local retailers indicate they would spend more on broadcast radio advertising. Meanwhile, 66% of national advertisers indicate they are interested in ZoneCasting, and 49% expect to put more ad dollars into radio to support it.