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WIIL(FM) Reports Significant Audience Increase in Milwaukee from GeoBroadcast Solutions MaxxCasting System

Broadcaster reports cumulative audience increase in key demographic by nearly 50 percent over a one-month period (January 10, 2017)

CHICAGO, Jan. 10, 2017 /PRNewswire/ -- Alpha Media-owned WIIL(FM), licensed to Union Grove, Wisconsin south of Milwaukee, has become the latest MaxxCasting licensee to increase coverage-to-contour ratio immediately after going on air with the system. Since launching, the station also reports a significant increase in audience across its most valuable demographic.

Although its physical studio location is in Kenosha County, Wisconsin, WIIL has long considered metropolitan Chicago its main focus for coverage and advertising revenue.  However, its contour also includes areas of Wisconsin including downtown Milwaukee, where reception has long been a challenge. Using GeoBroadcast Solutions' newly patented technology, WIIL opted for MaxxCasting to improve coverage in Milwaukee's most congested urban areas.

The WIIL MaxxCasting architecture simulcasts the main station signal to significantly improve building penetration and mobile coverage within city limits, allowing the station and its advertisers to reach a far wider audience. The station, which broadcasts on 95.1 at 50kW, reports a cumulative audience increase of nearly 2,600 listeners as logged through Nielsen Portable People Meter (PPM) encoders from October to November.

"In Milwaukee County, we saw a significant audience increase in males 18 and over from October to November. This is an important demographic for our Active Rock format, and we can directly attribute this increase to the MaxxCasting network lighting up more PPM units," said Karl Wertzler, WIIL general manager.

Wertzler adds that a recent drive around Milwaukee showed clear evidence of the improvement in signal coverage and quality, including elimination of interference in many areas.

"This is my first experience with a system of this kind, but I can say with confidence that the additional coverage provided with MaxxCasting is clear," he said. "Since launching, we have heard from businesses in that area with genuine interest in advertising since the signal is now considerably better. We are now pursuing these opportunities that simply were not available to us before."

MaxxCasting systems use GBS' unique predictive modeling software to maximize network topology, enabling broadcasters to increase coverage and revenue potential by reaching more PPMs and attracting new advertisers. MaxxCasting combines radio broadcast and mobile cellular technology to reduce or eliminate interference between the main transmitter and MaxxCasting nodes. Partners includes GatesAir (transmitter, IP networking), Shively (antennas) and American Tower Corp (site infrastructure).

"Coverage within the busiest urban areas of Milwaukee has increased by more than 50 percent according to our measurements," said Bill Hieatt, CTO, GeoBroadcast Solutions. "This opens up an enormous new revenue generating opportunity for a sales team that was typically focused on selling in the southernmost areas of the market, where coverage was not a concern. MaxxCasting brings the dual benefits of attracting new listeners and advertisers based on these improvements."

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SOURCE GeoBroadcast Solutions, LLC

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