Starting next spring, CBS Radio will use Radiate Media to supply it customized traffic data for its stations and associated websites.
CBS Radio is currently in the final months of a 10-year agreement with iHeartMedia’s Total Traffic & Weather Network. The announcement of the new arrangement quoted Radiate Media President Ivan Shulman as saying: “Radiate has proven that an independent, non-radio group can and does provide an excellent alternative for our radio partners.”
The partnership will take effect April 1, 2017. Radiate will sell sponsorships within traffic reports to national network advertisers while CBS Radio will continue to sell sponsorships to local and regional advertisers.
Radiate Media has its roots in Traffic.com in the late 1990s. As Radio World reported back in July, Radiate Media was “poised for growth” after an agreement to be acquired by Global Traffic Network. That deal is expected to close by the end of November, Shulman told Radio World today.
CBS Radio operates in 26 U.S. markets. Its parent CBS Corp. plans to spin off the CBS Radio business, as we have reported.