Super Bowl LX is gearing up for its 3:30pm Pacific kickoff time at Levi’s Stadium in Santa Clara, Calif., and the Audacy-owned Sports Talk FM serving the San Francisco-Oakland-San Jose region is likely to be a key audio destination across Sunday (2/8).
For those in their vehicles across the day of the NFL’s championship game, listeners to “95.7 The Game” will see something on their dashboard audio tuner never-before brought to fruition. It’s thanks to a new partnership involving KGMZ-FM‘s owner, GeoBroadcast Solutions (GBS), and Lazer Spots.
Super Bowl Weekend will bring the first-ever RDS-based visual geo-targeting for automobile screens. The activation enables “95.7 The Game” to deliver hyperlocal, over-the-air visual content to in-vehicle displays within a defined five- to six-mile radius surrounding Levi’s Stadium.
Class B KGMZ, licensed to San Francisco, uses a tower atop San Bruno Mountain to reach the main geographical zones within the San Francisco-Oakland market as rated by Nielsen Audio. The South Bay, home to San Jose and Santa Clara, is within the “distant” signal contour of KGMZ, which also uses a booster licensed to Walnut Creek to achieve East Bay signal penetration.
The activation is powered by GBS’s MaxxCasting technology and will be in place from Friday through Sunday. For GBS, showcasing “a new class of broadcast innovation that enables customized, location-specific visual messaging using RDS-based signaling” brings a new value proposition to a company that has championed the use of an FM booster for hyperlocalization of FM radio. Its “ZoneCasting” technology has helped stations such as WXLO-FM and WXRV-FM bring robust signals into greater Boston from suburban broadcast transmission centers.
What will those in-car dashboard radio capable of receiving rich visuals see when tuned to 95.7 MHz while near Levi’s Stadium? GBS says content may include traffic conditions, weather updates, parking guidance, venue information, and other localized messages, delivered independently on in-vehicle displays without interrupting audio programming. “The experience is designed to enhance how sports fans navigate and engage with the Big Game environment before, during and after the event,” GBS notes.
KGMZ is airing Super Bowl LX, and this targets those lucky enough to be attending the game — assuming they won’t be tuned to Sirius XM or TV coverage on KNTV-11 in San Jose, the NBCUniversal O&O.
“Heading into one of the biggest weekends in sports, we’re excited to serve our audience with something new,” said Kieran Geffert, Sr. VP and Market Manager for Audacy in San Francisco. “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.”
