Townsquare Media announced a partnership with North American Broadcasting Company (NABCO), a locally‑owned radio broadcaster in Columbus, Ohio, to deploy its Ignite programmatic platform across NABCO’s four stations—WRKZ, WJKR‑FM, WMNI‑AM, and WJKR‑HD2—expanding Townsquare’s digital footprint into 31 new markets that were not previously covered by its own stations.
The deal is part of Townsquare’s Media Partnerships division, launched in 2024 to offer white‑label programmatic solutions to third‑party media companies. By partnering with NABCO, Townsquare will provide customized, data‑driven digital advertising solutions to local, regional, and national advertisers while supporting NABCO’s existing broadcast business.
The partnership is expected to generate additional revenue streams for both parties and accelerate Townsquare’s digital growth trajectory. Digital revenue now accounts for more than 50% of Townsquare’s total revenue and profit, and the collaboration reinforces the value of Townsquare’s Ignite technology and first‑party data assets, positioning the company to capture a larger share of the local advertising market.
Management comments highlight the strategic fit. Shaun Collignon, Chief Revenue Officer of Townsquare Ignite, said, "Our partnership with North American Broadcast Company extends our ability to bring market‑leading digital advertising solutions to a broader set of local media operators operating in large markets." Matt Mnich, President and CEO of NABCO, added, "We are extremely happy to partner with Townsquare's Ignite platform. It delivers robust capacity to efficiently plan, execute and monitor complex digital solutions. We believe the platform and its people provide our team industry‑leading, data‑driven capability that we are thrilled to bring to our customers." Mnich also noted, "The technology and expertise upon which Ignite is built are impressive. It wholistically delivers the solution we were seeking."
The partnership aligns with Townsquare’s broader digital‑first strategy, which focuses on markets outside the top 50 U.S. markets. By leveraging its proprietary Ignite platform, Townsquare can monetize its technology and data assets in markets where it lacks a physical presence, creating a capital‑efficient growth model. The collaboration also strengthens NABCO’s ability to offer advanced digital advertising solutions, enhancing its competitive position in the local media space.
While the announcement does not include specific financial projections for the partnership, the move signals continued momentum in Townsquare’s transformation from a legacy radio broadcaster to a technology‑driven media company. The partnership is expected to contribute to Townsquare’s ongoing digital revenue growth and support its strategy of expanding into new markets through white‑label solutions.
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